Da Vinci and the

40 Answers
A Playbook for
Creativity and Fresh Ideas

Mark L. Fox

Wizard Academy Press

Austin, Texas

Copyrights Page
Copyright 2008 by Mark L. Fox and Wizard Academy Press.
All rights reserved.
Printed in Canada
Permission to reproduce or transmit in any form or by any means,
electronic or mechanical, including photocopying and recording, or
by an information storage and retrieval system, must be obtained by
writing to the publisher at the address below:
Wizard Academy Press
16221 Crystal Hills Drive
Austin, TX 78737
512.295.5700 voice, 512.295.5701 fax
www.WizardAcademyPress.com
Ordering Information:
To order additional copies, contact your local bookstore, visit
www.WizardAcademyPress.com, or call 1.800.425.4769
Quantity discounts are available.
ISBN: 1-932226-63-X
Library of Congress Cataloging-in-Publication Data:
Fox, L. Mark.

Da vinci and the 40 answers: a playbook for creativity and
fresh ideas/Mark L. Fox.

p. cm.

ISBN 1-932226-63-X

Credits:
Cover and illustrations by Timothy McClelland
First printing: June 2008
Second printing: August 2008
Third printing: January 2009
Fourth printing: December 2009

Contents
Preface

The Start of Something Magical

Introduction

Right Brain/Left Brain

Embrace Reckless Abandon
Free the Beagle
Unleashing our Inner Wizard

Part 1 The Basics

8
8

12

11
18
19
22

1 Lenny, Hank, Buck, and Walt

24

2 Peel the Onion

32

3 Try It

48

4 Sensible Design

60

5 Clear as Mud

74

Lenny (April 15, 1452 May 2, 1519)

Hank (October 15, 1926 September 24, 1998)
Buck (July 12, 1895 July 1, 1983)
Walt (December 5, 1901 December 15, 1966)
Great Minds Think Alike
Everything You Know is Wrong
Middle School Science Class
You Swine
Time Travel
Space Shuttle Challenger
Curiosity Killed
What Do I Know? Im Just a Doctor!
Spark Your Own Curiosity
The Radar Range
The Pill Did What?!
Fight Fire with Fire
Just Do It
Fear of Failure
Give Yourself Great Odds
Thats Not the Way We Do Things
What Has My Computer Been Eating?
Find the Simple Fix
That Plan Just Wont Work
Give Your Customers What They Really Want
Comedy and Creativity
Keeping the Boring and Mundane Out

25
26
28
29
30
34
34
35
37
39
41
42
45
48
49
50
54
55
56
61
63
65
67
68
77
78

The Flat Earth Society

How Tall is That Building?

6 View Point

Thats Total B.S.

The Universal Experience
Use View Point to Make Your Ideas Stick
Simple
Unexpected
Concrete
Credibility
Emotion
StorieS
The Wonderful World of Shrink Wrap
Uncover Your Inner Artist

81
82

85

89
94
97
98
98
99
99
100
100
101
103

7 Universal Network

109

8 Ideal Final Result

117

9 Brainstorming

126

Changing the Application

The Art of Originality
Ferries and Flies
Shuttlecocks and Rocket Ships
Zero Budget
Raiders of the Broken Cable
Brainstorming Basics
Back to Basics
Paid to Play
Get Your Own Free Money

Part 2 The Tactics

109
111
113
114
119
122
127
133
134
135

10 The Lenses of TRIZ

140

11 Segmentation

144

12 Taking Out

150

13 Local Quality

156

Create your own Answers

Denim Fads, Firefighting, and Corporate Subsidiaries

Stonewashed Jeans
Fight Fire with Mist
Corporate Subsidiaries
Animals and Autism
Fiber Optics, Franchises, and Free CDs
Follow the Light
Franchise Me
Cash Wrap
Frameline Magnetism
Know Me or No Me

143
144
144
145
145
145
150
150
150
150
152
156

Catering to the Audience

Surfing the World Wide Web

158
159

14 Asymmetry

163

15 Merging

167

16 Multifunctionality

173

17 Nested Doll

175

18 Weight Compensation

179

19 Preliminary Counteraction

189

20 Preliminary Action

190

21 Beforehand Compensation

193

22 Equipotentiality

196

23 The Other Way Round

200

24 Curvature

203

25 Dynamics

206

26 Partial or Excessive Action

208

27 Another Dimension

212

28 Mechanical Vibration

217

29 Periodic Action

221

30 Continuity of Useful Action

223

Differentiation and Functionality

An Incorrect Example
Cashing in on the View

One-Stop Shopping and Multi-Purpose Shoes

Bill Gates and the Nutty Guys
Sink or Swim
The Best Bonus Feature Ever
Salary v. Profit Sharing

Preheat Car Engines and Concrete Rebar

Please the Negative Nicks
Simplify the Customers Role
Preparing for the Worst

Keep Newtons Apple Afloat

Searching for the Needle

Furniture, Film, and Ferraris

Changing the Dynamic

Exceeding Expectations
Less Can Be More
An Alternate Aspect

Shake Things Up
Eyeballs and Astronauts

Sabbaticals, Software, and Siestas

Busy Bees

163
164
170
173
175
179
180
181
186
187
190
195
196
201
203
206
210
210
212
219
219
222
223

31 Skipping

225

32 Blessing in Disguise

228

33 Feedback

234

34 Intermediary

240

35 Self-Service

243

36 Copying

246

37 Cheap Disposables

249

38 Mechanical Interaction Substitution

251

39 Pneumatics and Hydraulics

255

40 Flexible Shells and Thin Films

257

41 Porous Materials

262

42 Color/Clarity Changes

265

43 Homogeneity

271

44 Discarding and Recovering

45 Parameter Changes

273
275

46 Phase Transitions

277

47 Thermal Expansion
48 Strong Oxidants

282
284

49 Inert Atmosphere
50 Composite Materials
Conclusion
Afterward

288
292
294
296

Glossary

298

Scan Me, Please

Breakfast with the Birds

Straight From the Horses Mouth

Give Em a Piece of the Action
Diapers, Diabetes, and Daddies
Learning to Fly and Fire
Button Up

Whats that Smell?

Light as Air

Protection and Prevention

The Complaint Sponge

Clarity and Transparency

Cut from the Same Mold

Melts in your Mouth, Not in Your Hands

Hannibal and Hot Air Balloons
Spark Your Creativity

Free Marketing and PR for your Company

227
229
234
241
243
246
249
254
255
259
263
268
271
275
277
284

296

Index
What is Wizard Academy?

301
307

This book as been certified by the

Rocket Science Administration for the
highest level of quality in corporate training.
www.Rocket-Science-Administration.com

Preface
This is not a _______ for Dummies book. This book requires
you to think. Consider yourself forewarned.
When my wife decides to read, she usually picks up a
Danielle Steel novel because, it doesnt require any real
thought to enjoy it. Thats the same scoop I get when I ask
her why she watches re-runs of Mayberry R.F.D. and
Little House on the Prairie before dinner every night. My
wife is extremely intelligent, but after work she likes to give
her mind a rest, which of course we all need to do at times.
If you are looking for brain-dead entertainment,
then please put this book down now.
This is a business book on creativity, innovation, marketing,
and advertising. This book is intended to teach you how to
run your business and life better, and the pages that follow do
require some real thought. The ideas and concepts presented
here are intended to make you think about things differently.
That requires change, and for most of us, change is hard.

The Start of Something Magical

The two of us should put a new class together. Those were
Roys first words when I answered the phone in the summer of
2006. Roy doesnt usually call me out of the blue, so I knew this
was an important and serious project.
Roy H. Williams is a lifelong student of humanity, and a bestselling author many times over who spent decades asking,
What makes people do the things they do?
Roy is also the founder of the Wizard Academy, a 21st Century
Business School. Wizard Academy is an absolute one-of-a-kind

institution. The class Roy was referring to that day, da Vinci and
the 40 Answers, was developed at the academy. This course is
currently taught both at the academy and at many corporations,
organizations, and non-profits like yours.
My default mode is left-brain logical and Roys is more rightbrain creative. This makes for an interesting mix of personalities
and perspectives in a dual-instructed course. Most peoples
personality and predominate mode of thinking favors one side
of the brain, but both of us enjoy spending time in our other,
lesser-used hemisphere. We love to spend time in both worlds,
and desire for you to do the same. That is one of the aims of
this book: to convince you that you need to find a better state of
balance by using both sides of your brain.
The first half of the book will cover the basics of creativity
and innovation: relearning how to play, being inspired to play,
seeing the value in play, and examining the discoveries of people
who were able to escape into their right brain and see beyond
societal definitions of right or wrong thinking.
Well examine right-brain logic through the eyes of several
great thinkers: Leonardo da Vinci, Genrikh Altshuller,
Buckminster Fuller, and Walt Disney. I believe these basics
were the foundation for these innovators creativity. These men
may not have used my exact terms to describe the principles of
creativity, or even been conscious they were using them, but I
feel strongly that these basics are the common denominator of
their great minds. This section should give you a solid starting
point to help you understand and practice creativity and
innovation.
In the second half of this book, well cover the tactics: Real-life
solutions to universal problems. At the end of this book, youll
understand the tactical approach to applying creativity based
on the 40 Universal Answers, a series of specific techniques

and perspectives. The 40 Universal Answers are founded in

principles of TRIZ the Theory of Inventive Problem Solving.
TRIZ began with Genrikh Altshuller. In his study of hundreds
of thousands of patents, Altshuller determined there are only
about 1,500 basic problems and each of these problems can be
solved by applying one or more of the 40 universal answers.
I have found the principles of TRIZ to be an extremely useful
set of tools, but have not been totally satisfied with the way
TRIZ is taught to most students and readers. TRIZ is frequently
taught from a very technical point of view, which leaves most
students feeling overwhelmed. The technical view is simply too
complicated for most people.
One of the goals of this book is to explain the 40 Answers, or
principles, as lenses, tools you can use to view the problem or
opportunity from a unique perspective. The lenses are not just
beneficial for technical disciplines. The lenses translate just as
well as solutions to social, economic, political, and environmental
issues, as well as marketing, sales, and operations. The lenses
of TRIZ can be used to solve any problem, in any part of your
business and life.
My hope is to explain all these concepts with examples that
are relatively easy to digest and apply. You will also see many
of my own experiences described in this book as examples of
times when the basics and fundamentals have worked for me.
At the end of many sections, youll find Words of the Wizard,
insights from Wizard Academy founder and one of the top
business thinkers of today, Roy H. Williams. In many cases
you will realize the immediate association between Words
of the Wizard and the correlating section, while in others the
association is not so straightforward. This is intentional. In those
cases where the connection is not transparent it will require

10

some thought to connect the two ideas, but the connections are
always there. These supplemental sections support the concept
of duality. Can two different meanings of the same thing both
be right? Thats for you to decide.
My hope is that the information within this book inspires you
to draw your own connections and conclusions, and come up
with creative ideas and thoughts even beyond what I intended.
I want you to learn to take your own mind to a higher level of
creative thought. This book is designed to give you the ability
to think outside of the box at the snap of the fingers. In short,
youll be handed the keys to innovation.
It is my greatest hope that da Vinci and the 40 Answers helps
provide a foundation of both basic and tactical ways to apply
creativity and innovation in your world. Onward!

11

Introduction
Proverbs contradict each other.
That is the wisdom of a nation.
Stanislaw Jerzy Lec
Weve all heard the expression, think outside the box.
The problem with this concept is that many people do not
understand what the box is, much less how to escape this cage.
When we are facing a problem, we use what we already know
to determine the solution. The box is the frame of reference, the
starting point for deductive reasoning.
When we deduce something, we start with a known point.
Deductive reasoning applies logic that moves us from the general
to the specific by using known facts, definitions, principles, and
properties to reach a conclusion.
The problem with the box is quite simple. If youre starting
with what is known and youre only willing to look at what can
be extrapolated from the known, then how do you discover a
thing that is not directly relative to the known? The answer to
this quandary lies in duality.
Duality is the concept of equal but opposite. When we identify a
thing an idea, a concept, a principle, or a problem for example,
we must be able to then step back and look at the thing we
havent been looking at. What is the opposite of this thing or
this problem?
The scientific method is a problem-solving process. Scientific
reasoning dictates that you begin with a hypothesis, a theory
whose truth you wish to test. Experiments are designed to test
the hypothesis by examining one variable at a time in order
to determine whether the theory is correct or incorrect. The

12

scientific method attempts to prove a theory by demonstrating

that the theory cannot be disproved. Thus, if the hypothesis is
correct then its opposites must be incorrect.
Niels Bohr (1885 1962) was a Nobel Prize-winning Danish
physicist who was recognized for his contributions to our
understanding of atomic structure and quantum mechanics.
Bohr said that the opposite of a correct statement is an incorrect
statement, which is classic duality equal but opposite.
However, Bohr seemingly contradicted this principle when
he said, But the opposite of a profound truth is often another
profound truth. These are very unusual words for a scientist,
but his thoughts touch on a very big idea.
Bohr was referring to the underlying principles of a truth
that are mutually exclusive. Mutually exclusive principles are
incompatible with one another they cannot be reconciled.
These principles are unable to both be true at the same time if
one is right, the other must be wrong. Yet Bohr says that the
opposite of a profound truth is often another profound truth.
Can the opposite of something that is right still be right? That
depends on which side of your brain you ask.

Right Brain/Left Brain

The human brain is divided into two hemispheres: the left brain
and the right brain. The hemispheres of the brain are objects of
duality, equal but opposite.
Left brain logic is vertical, rational, deductive, and sequential.
The left brain uses analytical thought. This hemisphere of your
brain is strongly bonded to the concept of duality. To the left
brain, there are only two possibilities: right and wrong.
The right brain, on the other hand, uses horizontal thought. The
right brain uses pattern recognition. The right hemisphere of

13

the brain is looking not just for the solution to the problem at
hand, but for the principle that underlies the solution. It uses
systemic leverage to solve not only one specific problem, but
also all the other problems that are connected to the issue. The
right brain allows us to pull back and understand the entire
frame of reference. Our intuition is right-brain logic.
Your right brain has no real language functions. The languages
of the right brain are not literal, legalistic, or absolute. Therefore,
words that have specific definitions dont exist in the right
brain.
When we go to sleep, the left
brain disconnects and conscious
awareness winks out; but the
right brain is always awake and
always churning. The right brain
is looking for and trying to fit the
strange pieces that it encountered
during the day into a recognizable
pattern. The left brains projector,
your working memory, is off. Then across the corpus callosum
come the languages of the right brain the languages of symbol,
ritual, metaphor, simile, color, and associative memory. All of
these things tumble across the divide and appear on the now
empty visual, spatial sketch pad of the left hemisphere of the
brain. We call this dreaming.
When you dream, your right brain is trying to make sense of
the day. It is working to put the days events into a recognizable
pattern so that you can take the things that happened and
assimilate them into your schema and outlook. Your right brain
is the reason that you sometimes wake up with a new idea
something that occurred to you during the night while you
were sound asleep.

14

The right brain has one other funny characteristic: it makes no

judgment, has no morals, doesnt know fact from fiction and
the right brain doesnt care.
Think about that statement for a moment. Half of your brain, a
hemisphere that is equal size in mass and complexity, doesnt
know right from wrong. We assume there was a plan for
mans brain, that the brain was created intentionally rather
than accidentally or that the brain evolved with an intelligent
purpose. So what would be the function, purpose, and reason
for this half of mans brain?
If the right brain doesnt know fact from fiction, why would
God give us a right brain? If the right brain cannot distinguish
between right and wrong, what is the value of the right brains
logic? We have to believe that the right brain has a purpose;
otherwise fully half of our brain is wasted.
We must recognize that when two things are equal but opposite
they are also intrinsically connected. They are two different sides
of the same thing. I believe that the right brain doesnt know
right from wrong for a reason: so you wont be handcuffed by
what you think you know, so you wont be handcuffed by what
you have been taught by authority figures.

15

emo
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Be For What Is

My friend Brett Feinstein occasionally quotes his business partner, Jamie,

as saying, Be for what is. I think I understand what Jamie is saying.
There are basically two ways of seeing:
1. the way things ought to be.
2. the way things are.
Do you find yourself moaning about the injustice of it all and wishing
that things were different? Follow the advice of Jamie and Bigteeth
Teddy Roosevelt, who said, Do what you can, with what you have,
where you are.
Be for what is.
I wrote about this in chapter 76 of my first book, The Wizard of Ads.
Weasels are everywhere, incessantly singing their sad little song: If
Only. If only I had a better education. If only my boss liked me better.
If only I had married someone else. If only I had invested in Chrysler
when it was fifty cents a share... Theres a little weasel in all of us, and
that weasel needs to be slapped. When your ears hear your lips start
to sing the Song of the Weasel, you must learn to immediately slap
the weasel within.
Now that weve established the wisdom of a pragmatic, clear-eyed
worldview, lets examine the equal-but-opposite wisdom offered by
that other hemisphere of your brain, the right. What might happen if a
person simply rejected the way things are and insisted on seeing them
as they ought to be?
1. First, the person would be considered irrelevant, an impractical
dreamer.
2. If persistent, theyd become a nuisance.
3. Then a renegade, a rebel, a lunatic and a heretic.
4. Finally, a serious troublemaker and a borderline criminal.
5. Later, the founder of a movement.
Thomas Jefferson and George Washington.
Mahatma Gandhi. Martin Luther King.
Every man with a new idea is a crank until the idea succeeds.
- Mark Twain

16

The reasonable man adapts himself to the world; the unreasonable

one persists in trying to adapt the world to himself. Therefore all
progress depends upon the unreasonable man.
- George Bernard Shaw
Im not trying to be mysterious when I say I agree with both of these
equal-but-opposite worldviews. We must Be for What Is if we are to
accomplish anything in the short term, and we must Be the Crank with
a New Idea if tomorrow is going to be better than today.
Wizard Academy is a school for cranks with new ideas. Our plan is to
change the world, one perspective at a time. I really cant put it more
plainly than that. Is there anything in your world that needs changing?
Come to Austin and well talk about it.
It was my favorite pioneering educational genius from Brazil,
Paolo Freire, who said, Education either functions as
1. an instrument which is used to facilitate integration of the younger
generation into the logic of the present system and bring about
conformity, or
2. it becomes the practice of freedom, the means by which men and
women deal critically and creatively with reality and discover how to
participate in the transformation of their world.
Paolo Freire would have liked Wizard Academy. Helen Keller would
have been at home here, too. She said, The heresy of one age
becomes the orthodoxy of the next.
Wizard Academy alumni are the creators of tomorrows orthodoxy in
the sciences, the arts, and marketing. I believe Pablo Picasso would
have loved it here. I am always doing that which I cannot do, in order
that I may learn how to do it.
You gotta love the Pablo.
But I think Robert Frost may have said it best:
Most of the change we think we see in life
is due to truths being in and out of favor.
Like me, Frost realized that both perspectives are true. Our society
simply moves from one extreme to the other in an arc spanning exactly
40 years. And weve been doing it since the beginning of time.

Roy H. Williams
17

Embrace Reckless Abandon

If were not going to be bound by yesterdays knowledge, if we
are to move beyond previously established knowledge and step
out of the figurative box, we have to escape. We have to escape
from the fear of shame and go to a place that doesnt know right
from wrong, doesnt know fact from fiction, and truly doesnt
care. We have to go to the place in our brain that has no concept
of the fact that something could be immoral, unethical, wrong,
illegal, shameful, or in any way impossible. This rejection of
impossibility is feasible because there is no place for impossibility
in the right hemisphere of our brain.
There has to be a place in our brain to say, Yes, I see that this
is incorrect. However, I need to move beyond the fact that this
is incorrect in order to see that perhaps at another level, this
idea is perfectly correct. This place in our brain must be able
to identify and then move beyond the duality of a problem. The
left brain cant do that. The left brain cannot ignore fact; nor can
it ignore experience and authority. All of these things are vitally
important to the left brain and cannot be dismissed.
If you believe that the only way to learn is through advice and
example from an authority figure, thats classical classroom
learning a classical left brain download of pre-digested, preformatted information. But if were only able to use what we
already know, well never be able to move beyond our current
level of knowledge.
You have to have a vehicle of absurdity, a vehicle of play, a vehicle
that says, I dont care and it doesnt matter. If this is ridiculous,
thats good, if you are ever going to see what has not been
seen before. You have to be able to escape the concrete rules of
reality. When you need to think of new things, you have to be
able to escape the fear of judgment by your peers, coworkers,
boss, neighbors, friends, and society. You must be able to push

18

those influences out of your head. Luckily, the right brain has no
shame and no concept of ethics, judgment, or accuracy. The right
brain is not married to right and wrong and it doesnt care.

Free the Beagle

In Roy H. Williams book Free the Beagle, he asks readers to
imagine that their left brain is a lawyer and their right brain is the
lawyers pet beagle. The beagle runs over and drops something
at the feet of the lawyer. The lawyer says, I dont have time to
play right now. Leave me alone. Im trying to concentrate. But
the beagle was bringing the lawyer a clue to help him with his
work. The beagle brought the lawyer a valuable treasure, but
the beagle cannot speak and explain his gift. Unfortunately,
the lawyer doesnt realize the significance of the beagles gift.
He thinks that his intellect is enough to solve the problem and
disregards the beagles assistance.
The left brain thinks like the lawyer.
The left brain has an ego. Dont ever
let anyone convince you that the
left brain is enough alone, though,
because if that is true, half of your
brain exists for no reason at all
half of your brain is wasted.
In our society, how much time do you think adults spend
predominantly in the right half of their brains during their
conscious waking hours? We are never only in one side of the
brain as opposed to the other; were always in both. I believe that
most of the time were predominantly in our left brain with our
right brain supporting. What few things do we do in our society
as adults that would qualify as mostly right brain activities?
Watching a movie or reading a fiction book is a right-brain activity.
Most movies are absolute fantasy fiction. A willing suspension of
disbelief is required to enjoy these pursuits. We delve into the

19

right hemisphere of our brain in order to escape the judgmental,

analytical taskmaster of the left brain.
Bohr, a widely respected, hard-core scientist, understood that
you have to have an outlet of ridiculousness to stimulate your
right brain so that you are no longer limited by what is known
to be possible. He understood that there was sometimes truth in
the opposite of a correct statement. In order to be able to escape
the left brains absolute reverence of right and wrong, you have
to be able to truly play. Unfortunately, true play is not as easily
achieved as one might think.
For an activity to be play, the activity must be intrinsically
motivating. If you play because you want to win a trophy, youre
not really playing for pleasure and therefore not really playing.
Play must also be freely chosen. If youre playing because
someone told you to, you are not truly playing. Play must be
actively engaging. You have to develop the willingness to say yes
to the absurd, to the impulse, and you must have fun. You must
derive pleasure from your play.
Ninety percent of the books written each year are nonfiction, but
90% of the books purchased each year are fiction.1 That is a mindboggling statistic. We think that people want facts, but the reality
is that people want to escape from facts. People want to play and
have the child inside of them unleashed.
Kurt Vonnegut once said, I tell you, we are here on Earth to fart
around, and dont let anybody tell you any different.
Freedom is actually a bigger game than power. Power is about
what you can control, but freedom is about what you can unleash.
Which entity do you think is bigger that which you can control
or that which is beyond our control and recognition?
1

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Wizard Academy Press

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2008: Year of the Beagle

Courage... Curiosity... Intuition.

In the biggest news since Tiger Woods won the U.S. Open a beagle
has taken top honors at Westminster for the first time in history. Arooo!
Aroo-Aroooooo!
In the happy little village where I spend a lot of time, beagles are the
symbol of curiosity and intuition, reliable guides to success in 2008.
Havent you heard? Maintaining the status quo will yield a decline
in 2008 for most business categories.
The February 8, 2008, issue of the Wall Street Journal had this to say:
Retailers turned in their worst monthly sales results in nearly five
years, and big chains appeared to be girding themselves for a
prolonged slowdown in consumer spending by announcing plans
to close hundreds of stores and cut thousands of jobs.
Even gift-card redemptions, which were expected to give January
sales figures a bigger lift, instead offered a glimpse at just how
strapped consumers are. Wal-Mart Stores Inc. yesterday noted
that redemptions were below its expectations, and said consumers
were holding onto the cards longer -- or using them to buy groceries
rather than treats like electronics.
The beagle called Intuition might seem to be a chaser of rabbits,
rowdy without decorum, a runaway balloon on a windy day, but the joy
of the beagle is neither random nor reckless. Her path connects the
dots of an image too big to see, a pattern youll recognize when youve
climbed higher than where you stand.
Do you want to climb higher? Follow your beagle. Shell lead you to
success.
2008 will be a grand adventure if youll raise an intuitive ear and listen
to whats blowing on the wind.

Roy H. Williams

21

Unleashing our Inner Wizard

At Wizard Academy, we celebrate outsider thinking and the
wisdom of absurdity and audacity. We celebrate the weirdos,
renegades, and mavericks those that understand the
importance of thinking outside the box. In fact, these very
traits are a defining characteristic of the people who are attracted
to Wizard Academy.
Unfortunately, our wisdom is not universally celebrated. This
type of thinking tends to be marginalized by society. We are in
danger of remaining irrelevant to the rest of society if we dont
come up with an analytical, logical, sequential, left-brain way
of explaining these ideas and making them accessible to others.
We dont want people to say, Well, Im not like you. Im not fun
loving and free and uninhibited and I dont get it. And youre
just weird.
Their criticism isnt what worries us because weve lived with
that kind of stereotyping our whole life. What worries us is that
society will continue to ignore our ideas simply because they
cant understand. The aim of this book is to take these rightbrain concepts and explain them in a way that everyone can
comprehend. We want to teach people what creative people
do unconsciously so that they can make a conscious effort to
produce similar results.
But first, you must fully recognize the duality and
interconnectedness of the human brain. To escape the
knowledge of what cant be done requires that you go into your
right brain. So now, were going to address some silly things.

22

Part 1 The Basics

Lenny, Hank, Buck, and Walt

Imagination is the one weapon in the war against reality.
Jules De Gaultier

aterina dumps baby Lenny on her boyfriend then moves

to town and gets married to someone else. Neither
Lennys father nor his mother is willing to give Lenny their
family name, so he is known only by the name of the mountain
under whose shadow he was born: Lenny Albano.
An unwanted child, Lenny grows up strangely in this remote
rural neighborhood without access to comic books or video
games. Estranged parents, odd relationships, a badly broken
situation. But his imagination is intact. Is your imagination
intact?
Long walks in the hills
surrounding Mt.
Albano cause
Lenny to fall in
love with animals.
He loves them so
much that he buys caged
creatures just so that he
can set them free. How
Lenny makes his money is
unimportant, but how he spends it reveals his soul. How do
you spend your money?
People laugh when Lenny becomes a vegetarian, but he doesnt
care. People have laughed at him since the day he was born.
Lenny hides from them by taking journeys in his mind. He goes

24

exploring deep inside his own head. Lenny is amazed by the

things he finds. Lenny scribbles his thoughts in journals and
draws little pictures in their margins. Although no publisher is
willing to publish these random thoughts, Bill Gates recently
paid $30 million for just one of Lennys journals.
Lenny is very smart. But Lennys deep curiosity causes him to
be easily distracted. Although lots of people are willing to buy
his paintings, rarely can he stay focused long enough to finish
one. Lenny isnt completely alone in his quirky curiosity. When
Lenny is 40, a man named Chris sails West to look for the East.
Go figure.
Long after Lenny dies, the world realizes how far ahead of time
he had been. Sigmund Freud said Lenny was like a man who
awoke too early in the darkness while the others were all still
asleep. But we no longer call him by the name of the mountain
under whose shadow he was born. We choose instead to call
him by the name of the village he was from. And for some
strange reason we insist on calling Lenny of Vinci, Leonardo. I
think Lenny would have laughed had he known. And I think he
would have fit right in at Wizard Academy.
Would you like to learn to see the world as Lenny did? In this
section well look at the world through the eyes of Leonardo da
Vinci, Genrikh Altshuller, Buckminster Fuller, and Walt Disney:
the giants of innovation and creativity who rocked the world as
we knew it.

Lenny (April 15, 1452 May 2, 1519)

Infinitely curious and inventive, Leonardo da Vinci was a
polymath: an architect, anatomist, sculptor, engineer, inventor,
geometer, futurist, and painter. In fact, da Vinci is considered to
be one of the greatest painters who ever lived, famous for his

25

realistic paintings, such as the Mona Lisa and The Last Supper, as
well as for influential drawings such as the Vitruvian Man.
Leonardo conceived visions of things vastly ahead of his time.
The helicopter, tank, calculator, double hull ships, theory
of plate tectonics, and the use of concentrated solar power
were conceptualized by Leonardo, although very few of his
designs were constructed or even feasible during his lifetime.
Although da Vinci greatly advanced our knowledge in the
fields of anatomy, astronomy, civil engineering, optics, and
hydrodynamics (the study of water), modern science was only
in its infancy when Lenny was alive and the greatness of his
ideas was not recognized. As Freud said, Lenny was like a man
who awoke too early in the darkness while the others were all
still asleep.
Lennys approach to science was that of a curious observer.
Rather than examining his observations and discoveries
through the lens of experiments or explanation, da Vinci simply
tried to understand the world by describing and depicting each
phenomenon as he saw it. If he had been hung up on the details
or been driven by a need to prove or disprove his observations,
he would never have been able to contribute such a vast array
of knowledge to the world.
The legendary curiosity of Leonardo da Vinci was horizontal,
not vertical. He never studied narrow and deep. Lenny looked
for the pattern the connectedness of things.

Hank (October 15, 1926 September 24, 1998)

Genrikh Altshuller was a Russian engineer, scientist, journalist,
and writer. In his book, And Suddenly the Inventor Appeared,
Altschuller said, I got my first patent while in the tenth grade.
Later there were other inventions. I worked at the patent office
and had meetings with different inventors. I became more

26

and more interested in the mechanics of creativity. How were

inventions made? What happens in the head of the inventor?
Altshuller believed that it was possible for people to learn to
become inventors.
While working on a commission on innovation for the Russian
Navy, Altshuller embarked on a mission to prove his theory and
establish a set of generic rules to explain the conception of new
patentable ideas. Altshuller studied hundreds of thousands of
patents, only to discover that there are only about 1,500 basic
problems. Incredibly, he also found that each of these problems
could be solved by applying one or more of the 40 universal
answers.
Thats right. Every answer to every problem is found within
the 40 principles of TRIZ (pronounced trees), the Theory of
Inventive Problem Solving.
Altshullers curiosity led him to question the learnability of
creativity. In Creativity as an Exact Science, he said, Although
people who had achieved a great deal in science and technology
talked of the inscrutability of creativity, I was not convinced and
disbelieved them immediately and without argument. Why
should everything but creativity be open to scrutiny? What kind
of process can this be which unlike all others is not subject to
control? what can be more alluring than the discovery of the
nature of talented thought and converting this thinking from
occasional and fleeting flashes into a powerful and controllable
fire of knowledge?
Altshullers personal creativity was devoted to understanding
creativity and innovation in others. His original intention for
the creation of TRIZ was to solve engineering and design issues;
however, the principles of TRIZ are now being successfully
applied to both social issues and business dilemmas. Today
TRIZ is a set of tools a model-based technology for generating

27

innovative ideas and solutions. Altshullers work has made

TRIZ both teachable and learnable. In short, Altshullers ideas
have made it possible for anyone to learn to become a systematic,
creative thinker.

Buck (July 12, 1895 July 1, 1983)

In 1927, at the age of 32, Buckminster Fuller stood on the
shores of Lake Michigan, prepared to throw himself into the
freezing waters and end his life. His first child had died. He
was bankrupt, discredited and jobless, and he had a wife and
newborn daughter. Standing on the shore on the verge of
suicide, Buck was suddenly struck by the thought that his life
belonged, not to himself, but to the universe.
At that moment, Buckminster Fuller chose to embark on what
he called an experiment to discover what the little, penniless,
unknown individual might be able to do effectively on behalf of
all humanity. Over the course of the next 54 years, he proved
time and again that his most controversial ideas were both
practical and workable. During the course of this remarkable
experiment, Fuller2
was awarded 28 U.S. patents
wrote 28 books
received 47 honorary doctorates in the arts, science,
engineering, and the humanities
created work which was gathered into the permanent
collections of museums around the globe
received dozens of major architectural and design
awards including the Gold Medal of the American
Institute of Architects and the Gold Medal of the Royal
Institute of British Architects
circled the globe 57 times, reaching millions through
his public lectures and interviews
2

28

Buckminster Fuller Institute. www.bfi.org. Accessed 22 Feb. 2008.

Buckminster Fuller was another man who lived before his time.
He devoted his life to answering the question, Does humanity
have a chance to survive lastingly and successfully on planet
Earth, and if so, how? As a practical philosopher, he viewed
his ideas as artifacts. Some of these inventions were built as
prototypes, while others still exist only on paper. Regardless of
their current status, Fuller believed each of his creations were
technically viable.
Fuller is best known for the creation of the geodesic dome
the lightest, strongest, and most cost-effective structure ever
invented. His domes are able to cover more space without
internal supports than any other enclosure. The domes
become proportionally lighter and stronger as they grow in
size. The geodesic dome is viewed today as a breakthrough
in architectural design due to its cost-effectiveness and ease of
construction. Today, more than 300,000 of Fullers domes have
been built around the world.

Walt (December 5, 1901 December 15, 1966)

Walter Elias Disney is known as one of the most influential and
innovative figures in the 20th century entertainment industry.
Disney was a master of visual and spatial intelligence. His
unique ability to see the big picture without the hindrance
of boundaries, limitations, or restraint, enabled him to provide
the public with what they desired. Disneys creative capabilities
have been compared to those of Albert Einstein, in part because
of both mens use of highly visual and physical fantasies in their
discoveries.
Walt Disneys creativity was twofold. Disney possessed the
capability to uncover new relationships between concepts
and look at subjects from an entirely new view point. Disney
looked at the connectedness of things, and was able to create
new combinations using existing elements. This creativity

29

enabled Disney to imagine new technologies that paved the

way to improved business processes. One of Disneys greatest
innovations was the development of the story board. The story
board, or visual depiction of Disneys fantasies, allowed him to
document and communicate the big picture behind his big
ideas.
Disneys physical fantasies also came to fruition. Like the
other great minds weve examined in this chapter, Disney was
concerned with the obstacles standing in the way of human
creativity.
EPCOT, the Experimental Prototype Community of
Tomorrow, was designed as a live showcase for the creativity
of American industry. Disney said, I dont believe there
is a challenge anywhere in the world that is more important
to people everywhere than finding the solutions to the
problems of our cities. But where do we begin? Well, were
convinced we must start with public need. And the need
is not just for curing the old ills of old cities. We think the
need is for starting from scratch on virgin land and building
a community that will become a prototype for the future.

Great Minds Think Alike

All of these great men were seen as misfits, but in all actuality
they were creative geniuses. In my opinion, Lenny, Hank, Buck,
and Walt all used the same fundamentals of creativity and
innovation, even as the processes they used varied.
Although these innovators could not have been conscious
of their common link, I believe their thought processes are
evidence of their mutual greatness.
Was Leonardo da Vinci instinctively using the 40 Answers of
Genrikh Altshullers TRIZ? In the coming chapters, well discuss
the basics of these four mens creative thought processes and

30

examine how these principles align with the tactics of TRIZ.

I believe these men, as well as most creative minds, used these
basics either consciously or unconsciously. I have named these
basics: Peel the Onion, Try It, Sensible Design, Clear as
Mud, View Point, and Universal Network, in addition to
the TRIZ fundamental Ideal Final Result.
As these great thinkers have proved, creativity and innovation
can be taught.
Would you like to learn?

31

Peel the Onion

A man should live if only to satisfy his curiosity.
Yiddish Proverb
Well, they are more hot-dog shaped than normal.
The shape was the only thing I had noticed that might be
different. Truthfully, I was afraid to say anything at all, but after
a long pause that seemed to span hours of time, I knew my
boss was waiting for someone to throw out an idea. I also knew
from experience that we werent leaving that room until we had
come up with some new theories.
What is more hot-dog shaped? Joe Lombardo, the general
manager of Thiokol Corporation, demanded.
The AP particles, I replied. AP particles are never perfectly
round. They are more elongated like an ellipse of sorts, but this
batch looks more stretched out than normal, more like a hot
dog.
Ammonium Percholorate (AP) is a major ingredient in the fuel
used by Space Shuttle Solid Rocket Boosters. AP is a finely
ground powder that could be mistaken for flour if you didnt
know any better.
The burn rate of this particular batch of propellant was, well
acting funny. We had been over the specifications for the raw
materials and everything was nominal, as rocket scientists
often say, at least relative to the specifications.
Is the shape within specs? Joe asked.

32

Well, yes and no. The spec only covers particle size. It doesnt
say anything about shape.
Really? Well, lets peel this onion back a little further. Does the
particle shape affect the burn characteristics?
I dont know, but you would probably think so.
Then why does the spec not
cover shape?
I dont know. I didnt write it.
That was before my time.
OK, then lets peel the onion back
another layer and go find out.
Joe Lombardo had several signature phrases he used to
encourage curiosity and critical thought. Peel the onion, was
one of his favorites. Lets shake hands with the physics, was
another. He wanted his team to remain curious at all times in
order to get to the bottom of what was going on.
Fortunately, I was curious enough myself to want to know why
the propellant was acting funny before the meeting. I didnt have
any idea what I would find, but once everything was found to
be within spec, I decided to look at the AP under a microscope,
even though this step was not required. I compared what I saw
under the scope to earlier data. Although I could not pinpoint
the difference exactly, in general this funny batch seemed more
hot-dog like.
We learned through a subsequent investigation that the shape
did have an effect on the propellant burn rate. We got a lot
smarter by peeling the layers of the onion and always asking
why (or why not).

33

Everything You Know is Wrong

This kind of curious attitude makes innovation and discoveries
possible. Too many people rely on conventional wisdom as the
primary source of knowledge and information. The problem
with conventional wisdom is twofold. As we discussed in the
introduction, if youre starting with what is known and youre
only willing to look at what can be extrapolated from the known,
then how do you discover a thing that is not directly relative to
the known? Furthermore:
Conventional wisdom is wrong 100% of the time..
in some context or percentage.
If that statement shocks you, perhaps you will find Roys
summation of my statement easier to digest. Conventional
wisdom at its best is still incomplete.
Sadly, conventional wisdom kills curiosity and without
curiosity there can be no creativity. So lets get curious for a
moment.

Middle School Science Class

Every person who has been through the U.S. or Canadian
school system has studied the solar radiometer at some point in
their education. The solar radiometer was designed by William
Crooks in 1873.
You know how a solar radiometer works,
right? When the sunlight shines on the dome,
the paddles spin. The more intense the sunlight
is, the faster the paddles spin. But how does a
solar radiometer really work? Do you remember?
Despite what you might have learned in
school, we actually have no idea. Nobody in
the world knows how the solar radiometer works.

34

Below are some common theories as to how the radiometer

works. Beneath each theory, youll find the reason why that
theory must be incorrect.
Radiation Pressure
o The photon pressure is too weak to move the vanes.
Gas Pressure
o The air is warmer on the black side.
o Why would it hit the black side anymore than anything
else?
Outgassing of Black Material
o The radiometer would quit working when the gas is
gone, but it doesnt.
Photoelectric Effect
o The radiometer works with material that has no
photoelectric properties
Convection Currents
o Why would the vanes blow in a single direction?
We take all of these reasons why the radiometer works for
granted, but in reality, none of these theories are accurate.
Regardless of the fact that all of these teachings are incorrect,
school teachers continue to perpetuate the conventional
wisdom behind the workings of this machine. The way a
radiometer works is just one of thousands and thousands of
things that we are taught that just is not true.
We have no idea how a solar radiometer works, yet we continue
to teach our students inaccurate theories. What do you think
that does to their curiosity?

You Swine
The principles in this book do not apply exclusively to technical
or scientific issues. These principles apply to all aspects of your

35

business and personal life.

I used Peel the Onion a couple of years ago with one of my
clients. She sells pigs for a living not exactly rocket science.
So what issues do you want to work on today in our creative
thinking workshop?
We need more sales!
(Never heard that one before)
Why do you think sales are not growing like you want them
to?
I dont know. It doesnt make sense.
Does your competition provide a better product or service?
No, in fact even our competition will admit we have the best
bloodline and breed of pigs on the market. All of the review
magazines rate us number one; in fact, we have the highest
customer retention rate in the business: 98%. The 2% of
customers that actually leave us leave because they got out of
the pig business all together or the owner died! (FYI yes,
there are pig review magazines out there.)
Well lets peel this onion back a little. If you have the best
product on the market what is stopping you from getting more
market share?
Customers just dont want to switch providers even when they
know we can offer them something better.
Why? (keep peeling)
Well it is the risk of switching to us. The average herd is about

36

a $250,000 investment and they feel the risk in switching is too

great. If they switched to us and our herd acquired a disease
or something the loss could financially ruin them. They cant
afford that kind of loss.
Does this ever happen with your pigs?
No never. We have the best breed on the market.
Never? Really? Never?
No. Never.
Then why dont you eliminate the risk for them? Put your
money where your mouth is. If you are so confident that your
product is superior and that there is literally no, or at least a
very remote risk of illness, why dont you guarantee potential
customers that you will pay the $250,000 if anything happens.
Promise to replace their herd with the herd of their choice if
they get sick.
No one in the industry offers anything that radical.
Why not be the first and dramatically differentiate yourself
then?
To their credit, and my joy, they implemented this policy. They
are quickly gaining market share. I dont mention the company
name at their request; they want to turn the industry on its head
before the competition knows what hit them.

Time Travel
We view time travel as a science fiction fantasy, but has time
travel been proven? Think about that question from a curious
point of view. Im not asking if time travel is possible, but rather

37

whether or not the theory of time travel has been proven.

Although this may come as a surprise to some, time travel has
been proven thousands of times. In fact, time travel is proven
every single day. Einsteins Theory of Relativity says that the
faster an object goes, the slower time goes relative to that object.
When you approach the speed of light, time will stop for the
observer.
Scientists can watch a particle degrade in a particle accelerator.
They watch this occurrence thousands of times, and they know
exactly how long it takes each particle to degrade. However,
when you fly a particle in a particle accelerator past an observer
at a speed near the speed of light, the particle takes ten, a
hundred, or a thousand times longer to degrade. How can that
be possible unless time was slowing down for the observer?
The Global Positioning System (GPS) is essentially a bunch
of clocks on satellites. GPS receivers pick up signals from the
satellites and determine your position by measuring how long
the radio signal took to get to your receiver and bounce back.
GPS systems use geometry and triangulation to determine the
distance.
When the GPS system was being designed, someone raised the
question, What if Einsteins theory was right? The satellites
fly around at different speeds and different distances from an
observer on the ground. If Einstein was in fact correct, then
the clocks would have all shown different times and the whole
system would be worthless. As a result of this conversation,
there was a big debate about the extra cost of upgrading the
satellite system to update the clocks continuously based on the
orbit changes and speeds.
Guess what? Einstein was exactly right. Fortunately, they
ultimately decided to spend the extra money to upgrade the

38

GPS clocks. GPS clocks are updated continuously, every day,

by a United States Air Force team known as the 2nd Space
Operations Squadron (2 SOPS)3.
Time travel has been proven many, many times. Conventional
wisdom was once again wrong.
By the way, do you think Alzheimers is a form of time travel?
Are you sure?

Space Shuttle Challenger

At times, creativity doesnt require any more than some plain
old common sense and a little curiosity. On January 28th, 1986,
the Space Shuttle Challenger exploded during launch. The
cause of the catastrophe was eventually revealed to be the Solid
Rocket Booster (SRB) O-rings.
It was widely reported that the O-rings
failed due to the cold temperatures at the
launch, but could the weather alone really
have caused the accident?
At the time of launch it was 36F outside,
but the outside surface temperature of the
SRBs was, on average, 12F. How in the
world could the SRBs be 12F when the
temperature outside was 36F?
Most people ignore this discrepancy. I
suppose they assume the difference was
due to wind chill. Wind chill, however, is
a phenomenon that only people and living
things can experience.
2D Space Operations Squadron. http://en.wikipedia.org/wiki/2d_Space_Operations_
Squadron. Accessed 23 Feb. 2008.

39

Wind chill does not relate to actual temperature. Wind chill is

the sensation you get when cold air blows across your skin and
removes some of the heat your body has produced. All wind
chill does is makes you feel colder. But for something that is not
alive, like the Space Shuttle, there is no such thing as wind chill.
So you have this 36F wind blowing past the SRBs, yet the SRBs
are only 12F. Now 36F sounds cold to you and me, but thats
a warm temperature compared to 12F. This 36F wind should
have heated the SRB to 36F as well, but it didnt.
The SRBs couldnt possibly have stayed at 12F unless something
was keeping them that cold: something that has nothing to do
with the weather. This mysterious coolant would have to be
something really, really, cold to keep the SRBs at 12F with all
that hot air blowing past them.
Consider this real-life application. Youre at the beach with a
cooler full of beer on a warm summer day. The beer is chilled
to perfection. You pop open a beer and stick the can in the dirt.
What do you think is going to happen? Well, you know whats
going to happen. The beer is going to get warm. The beer cant
stay cold unless something is keeping it cold.
The only thing on the launch pad that I know of that has that
kind of cooling power was the liquid hydrogen (423F below
zero) and liquid oxygen (297F below zero) in the external tank.
In the 1980s the External Tank (ET) experienced periodic
problems with cracks and leaks. Could the liquid hydrogen
and/or liquid oxygen have been leaking on the SRBs?
If you dont think so, then what is your explanation for the SRBs
being 12F? For the record, the temperature never dropped that
low during the night either. Furthermore, the vent at the top of
the ET is 150 feet away, so the vent couldnt have reached the

40

bottom of the SRBs, either. Arent you curious why the SRBs
were 12F?
The presidential report makes no mention nor offers any
explanation of how the SRBs could be 12F when it was a balmy
36F outside. And its not like there werent a lot of smart people
looking at this; Neil Armstrong, Richard Feynman, Sally Ride,
and Chuck Yeager were all part of the investigation team. Did
everyone miss this discrepancy? Why were more people not
more curious about this puzzling temperature differentiation?
Why didnt more people Peel the Onion and try to resolve the
temperature discrepancy?
Note to readers: Yes, I know this is a controversial subject and,
no, I am not against the Space Program. I had the honor and
privilege to work on the Space Shuttle for 15 years. That position
was the highlight of my career.
By the way, I was at the launch pad on January 28, 1986.

Curiosity Killed
If you thought I was going to say the cat, you couldnt be more
wrong. I hate that saying. Curiosity hasnt killed anything in
fact, curiosity itself is killed by conventional wisdom.
Think about tuna fish for a moment. Why was tuna sold in the
exact same form, fit, and function can for almost 100 years?
For a long time, tuna was just tuna. There wasnt any oil or
albacore, or anything fancy just tuna. There was no lemonflavored, light, herb seasoned tuna, nor was tuna sold in soft
packaging. Why is that? All those possibilities existed for those
100 years. Mostly because people didnt stop to question why.
No one stopped and asked themselves, What else can we do?

41

Challenging conventional wisdom and being curious is one

of the most important things Ive ever done. I constantly
challenge wisdom and authority for two reasons. One, because
challenging wisdom and authority is fun, and two, because most
people have no idea what theyre talking about. When I present
classes to major organizations, someone always interrupts me
to say, We cant do that here. Thats against our policies and/
or regulations.
When someone says that, I stop. I say, OK. By a show of hands,
tell me how many of you have actually read the regulation?
Ill usually get one or two brave souls who will put their hands
in the air. Then I say, OK, you read them. But did you challenge
the interpretation of the regulations? Because theres a very good
chance that when the regulations were written their intentions
may have been something altogether different. Ill bet you that
the original intent of the regulation and your interpretation are
not the same.
And the people drop their hands. Conventional wisdom kills
curiosity because someone always steps in and says, You cant
do it that way, or We already know how that works so why
are you still talking about it?!

What Do I Know? Im Just a Doctor!

My doctors real name isnt Becker, but the role played by Ted
Danson in the popular sitcom proves a remarkable likeness in
personality.
One day, I was sitting in my doctors office anxiously waiting
to hear the results of my most recent cholesterol screening. The
previous year my cholesterol had gone up just slightly, which
was very depressing. I essentially had no exercise regiment
prior to that, but afterward I went into fat-free mode and started

42

walking 4 miles a day. In spite of my protests,

a couple of years earlier my doctor had put me
on a low dose of blood pressure medication. I
dont even like to take aspirin.
As a result of my hard work, I was certain
my current cholesterol level would be
outstanding. I couldnt wait to hear the
great results.
Unfortunately, the test results painted a different picture. My
cholesterol level was 30 points higher.
Thats impossible. I dont eat beef brisket anymore ever!
I dont eat any sausage, never go to McDonalds, buy fat-free
everything, and walk 4 miles a day. It cant be true.
Yeah, it sucks getting old doesnt it? Aging is that one thing
you cant control. Even though youre trying to eat better and
exercising, which is a great thing, these efforts are obviously not
enough.
What? Older? It has only been a year! Urrrrrrrthis doesnt
make any sense. Its not fair.
I think we should put you on Lipitor.
No. I dont want to take anymore meds. Let me think about it
for a while. This makes no sense.
When something makes no sense to you, your curiosity needs
to kick into high gear. Well, this surely qualified as nuts to me.
Yes, I was a year older, but come on. The test results couldnt
be right. Most people would probably just do as the doctor
ordered, but I almost never take anything at face value.

43

So I racked my brain for days. What else could be causing this

spike? What had changed in my life in the last one or two years?
I was exercising more and eating better, but my cholesterol
was going in the wrong direction. The only thing I could come
up with was this: two years prior to the test I started taking a
dietary supplement called glucosamine sulfate. I had read that
this supplement helps with joints elbows, ankles and knees
and as I had sprained my knee a few years ago snowshoeing, I
thought that this nutrient might ease the pain I felt on walks.
So I went to the Internet to do some research. After some time, I
found a page on the Arthritis Foundations Web site that talked
about glucosamine sulfate. At the end of the article it said:
Yes, glucosamine sulfate can help lubricate your joints and make
them feel better, but be careful and watch your triglycerides,
glucosamine sulfate is made from shellfish and has been known
to elevate cholesterol in some people.
Aha! Id found the smoking gun.
I went back to Becker to explain my discovery.
I found this information about glucosamine sulfate on the
Internet, I began.
Dont believe anything you read on the Web, they are nothing
but a bunch of kooks.
So I handed him the printout of the article with the Arthritis
Foundation logo prominently displayed at the top of the page.
This is some research I found from the Arthritis Foundation.
Oh well they are a pretty reputable organization.

44

Thirty seconds of complete radio silence.

Well, what the hell do I know? Im just your doctor. Get off the
crap for 2 months and come back and we will check your levels
again.
So I did. Two months later, my cholesterol was 30 points lower
and back under the limit.
If I did not have a curious nature about most everything I would
have been on another needless medication. It pays to peel the
onion back.

Spark Your Own Curiosity

I recently had an argument with my wife about cell phones
and driving. I believed that women talked on cell phones while
driving more than men. She didnt agree. So, I got curious.
I sat in my driveway for several hours and counted how many
men and women I saw drive by on their phones. I took a 1,000
car sample, and what do you know? The numbers came out
even. Even though I proved my own wisdom wrong, Im proud
to say that I questioned myself. I got curious and took action to
find out whether or not I was right.
One of the biggest things Ive done for my career is to schedule
learning time. Ever since I was 20 years old, Ive scheduled
two, two-hour sessions each week to do nothing but think and
try something new. I also spend one day of each month doing
the same thing. I read a trade journal from an industry I know
nothing about, or I go to the junk yard. Last year, I actually went
to kindergarten for a day. Ive even read a couple of chapters in
a Danielle Steele book (I almost threw up, no wait honestly
I did throw up) just to make me think about something in a
different way.

45

How many people do you know that actually do that? How

many people actually schedule time to think about new things
and learn? Quite frankly, not enough.
What outside people, places, activities, and situations do you
use to stimulate your thinking? What do you do when youre
facing a mental block on an issue? The next time you have a
problem, ask for help. Just dont ask the expert.
The expert is probably not the best person to approach to find
new ideas. An expert is the authority on a subject because they
are well versed in conventional wisdom. Specialization is a fact
of life, but specialization also limits creativity. There is a great
need for cross-fertilization to generate new ideas.
Rather than asking the expert, purposefully pick someone in a
different industry or department to talk to. If youre ever in need
of a new sounding board, go to score.org. This Web site is run
by a bunch of retired CEOs and executives who have nothing
to do but give you their advice (for free!). On the drop-down
menu of industries, select someone in a field that has nothing to
do with your problem. If you have a marketing question, pick
an IT guy and pray. Of course, youll have to send your target
an e-mail that explains why youve picked them; otherwise
their first reaction will be youve got the wrong guy. Youve
got to tell them that you dont have the wrong guy that you
picked them because youre looking for a new perspective. Try
that out for some fresh ideas.
You can also take somebody that you really hate out to lunch.
Yes someone you truly hate. Present the problem or issue
thats been troubling you and then shut up for 15 minutes. You
probably wont have an easy time keeping your mouth shut,
but just try anyway. I promise they will say something that will
make you think of something creative that you hadnt thought

46

of before and you might just find out that you dont actually
hate the person.
Challenge yourself to do something new. Schedule a time each
week to do something to spark your curiosity. You can even
start small. Try taking a walk each morning and looking for 10
new things that you have never noticed before, even if you have
walked that path 1,000 times. Youd be surprised by how much
more youll notice about your world when you look at it from
a new perspective.
As Charlie Tremendous Jones once said, The only difference
between where you are now and where youll be next year is
the books you read and the people you meet.
In Alan Lightmans book, A Sense of the Mysterious, he says,
Not long ago, sitting at my desk at home, I suddenly had the
horrifying realization that I no longer waste time.
Read both of these passages again.
Remember: 100% of the time, at least a part of conventional
wisdom is wrong. If you never stop to question what you
already know, if you never stop to indulge your curiosity, youll
never discover anything new.
Remain curious, just like our friend Lenny.

47

Try It
I have not failed. Ive found 10,000 ways that dont work.
Thomas Alva Edison
Most new discoveries dont result in a eureka moment, but
rather a puzzled, what the hell just happened?
That ever-elusive eureka moment is the result of testing,
experimenting, demonstrating, and asking questions. The end
result is often unexpected, but once the unforeseen result has
reared its head, the accidental inventors curiosity will take over
and ask, Why?
At that point, the inventor has to test and demonstrate to explain
their unexpected results.

The Radar Range

In 1940, scientists Sir John Randall and Dr. H.A. Boot invented
the magnetron, a key component of radar, in a lab at Birmingham
University in England. Radar, which stands for Radio Detecting
And Ranging, was used to bounce microwaves off enemy war
crafts to detect their presence.4
In 1946, Dr. Percy Spencer accidentally stumbled upon an
entirely new use for the magnetron. The engineer was running
tests on a magnetron tube in his Raytheon Company lab when
he was hit by a chocolate craving. Spencer reached into his
pocket to retrieve the treat and realized that his chocolate bar
had melted into a gooey mess.
Spencer knew that the magnetron produced heat, but he had
Microwave Ovens. http://home.nycap.rr.com/useless/microwaves/index.html. Accessed 01
Mar. 2008.

48

not felt any of the heat waves during the test. He also suspected
that the magnetron was responsible for the current state of
his chocolate after all, his body heat had never melted a bar
before.
So, Spencer got curious. He decided to explore his accidental
discovery further and ask why? He placed a bag of popcorn
in front of the magnetron tube, and the popcorn popped all
over the floor. The next day, he decided to try to cook an egg.
Another scientist got a little too close and the egg blew up in his
face but the egg was in fact, cooked.
And so, Raytheon created the first microwave oven, known as
the Radar Range.

The Pill Did What?!

In the 1990s, a group of pharmaceutical chemists at Pfizers
Sandwich, Kent research facility in England created a
compound known as Sidenafil. Sidenafil was designed to
treat hypertension (high blood pressure) and angina pectoris
(a form of cardiovascular disease). Clinical trials revealed that
although the drug did little to treat angina, there was one totally
unexpected, yet remarkable side effect.5
Sidenafil induced penile erections.
Known today as Viagra, this little blue pill was approved for
use as an erectile dysfunction aid by the FDA in March 1998.
Viagra was the first pill on the market to treat E.D., and quickly
became a runaway success. Between 1999 and 2001, annual
sales of Viagra exceeded $1 billion!
Nobody in the world dreamed about Viagras side effect. I
wish I had been able to be a part of that research team. On a
paper survey of the drugs effects, how many people do you
5

Sildenfil. http://en.wikipedia.org/wiki/Viagra. Accessed 29 Feb. 2008.

49

think were forthcoming about that unexpected result? Once

the researchers discovered the drugs more popular (and
marketable) use, they had to actually test and demonstrate the
medication.

Fight Fire with Fire

Researchers believe that smallpox first surfaced in human
civilization around 10,000 B.C.6 Smallpox was an epidemic of
epic proportions at the turn of the last millennium. During
the 18th century alone, the disease killed an estimated 400,000
people each year, including five reigning European monarchs.
Smallpox proved fatal in 20 to 60% of infection cases, with
even more tragic results in children. Eighty percent of children
infected with the disease died.
In 1796 a doctor in rural England took note of a peculiar thing.
Dr. Edward Jenner noticed that milk maids who were infected
with a skin disease known as cowpox appeared to be immune
to smallpox.
Cowpox is related to the smallpox virus, but the disease is
not really harmful to humans. Cowpox got its name from the
manner in which the disease was transmitted; cow maids got
the disease from touching the udders of infected cows.
Jenner was curious as to why the cowpox seemed to protect the
milk maids from the deadly smallpox infection. He decided to
find out why, and embarked on a mission to shed light on the
mystery. Jenners experiments revealed that smallpox immunity
could be produced by injecting a person with material from
a cowpox lesion. Sure enough, cowpox inoculations created
smallpox immunity.
Jenner called the materials used in the inoculation a vaccine.
Vaccine is derived from the root word vacca, which is Latin for
cow.

50

Smallpox. http://en.wikipedia.org/wiki/Smallpox. Accessed 03 Mar. 2008.

In the 19th century, the cowpox virus used for the vaccine was
replaced by the vaccinia virus, an infection in the same family.
Almost 200 years after Jenners discovery, the World Health
Organizations certified the eradication of the disease, in 1979.
Today, smallpox remains the only human infectious disease to
have been successfully eradicated from nature.
Jenners curiosity and subsequent testing saved countless
lives, and helped rid the world of a dangerously infectious
epidemic.

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o
Mem
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r
o
dayM 2, 20
Mon April
for

When Knowledge Isnt Enough

Looking to make a change? Remember: transformation happens

experientially, not intellectually.
We often receive instruction and agree, I see what youre saying, but
seldom do we actually do the thing we learned. We just agree with it
in our minds.
This is a problem.
Daniel J. Boorstin said, The greatest obstacle to discovery is not
ignorance it is the illusion of knowledge.
Boorstins statement becomes particularly poignant when you learn
that he graduated with highest honors from Harvard, was a Rhodes
Scholar at Oxford and earned his PhD at Yale. By occupation he was a
lawyer, a university professor and the U.S. Librarian of Congress from
1975 to 1987. Yet Boorstin warned us that the illusion of knowledge
was the greatest impediment to discovery.
Are you willing to go exploring with Boorstin and Dewar and Michener
and me? Tommy Dewar said, Exploration makes one wiser; even if
the only wisdom gained is to know where not to return.
James Michener won the Pulitzer Prize in 1948 for his book, Tales of
the South Pacific. He went on to earn more than one hundred million
dollars as the author of more than 40 novels.
In his memoirs published just a year before he died at the age of 90
Michener wrote, I feel almost a blood relationship with all the artists
in all the mediums, for I find that we face the same problems but solve
them in our own ways. When young people in my writing classes, for
example, ask what subjects they should study to become writers, I
surprise them by replying: Ceramics and eurhythmic dancing. When
they look surprised I explain: Ceramics so you can feel form evolving
through your fingertips molding the moist clay, and eurhythmic dancing
so you can experience the flow of motion through your body. You might
develop a sense of freedom that way.
This Noble Land, chap.10
Michener, a novelist to whose success George Washington testified
one hundred million times, instructed thousands of aspiring young
writers during his years at the University of Texas and he gave each
student the same advice. But do you suppose any of them actually
took classes in ceramics and eurhythmic dancing?

52

I doubt it.
Would you have done what Michener said? Or would you have thought,
I get it, and then walked on to seek advice from other experts?
Would you have allowed the illusion of knowledge to rob you of the joy
of discovery?

Roy H. Williams

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Just Do It
The next time you have an idea, go ahead and try it. Test your
theory or idea.
Creativity is coming up with an idea; innovation is getting
off your butt and doing something about it.
Roy Williams has told me many times that anyone can be a bestselling author. The recipe is this:

Pick a topic youre interested in

Think about the topic a lot
Think about it some more
Develop your own unique theory about what it all means
Just do it go out and test your theory
Write a book about it

Roy has an African friend named Akintunde Omitowoju

from Nigeria. After Akintunde heard Harry Nilssons song
Coconut, he asked Roy if lime and coconut were really good
together.
Roy realized that he, in fact, had never heard of anyone who
actually tried to put de lime in de coconut, and so he said,
Akintunde, were going to do this.
In the da Vinci course, Roy tells a story about the two of them
sitting together in his living room, passing a coconut shell filled
with their concoction back and forth.
According to Roy, coconut milk and lime juice actually make
a pretty good combination but he never would have had the
opportunity to experience the drink if they hadnt actually
created the concoction and tried it out.

54

How many people wonder why something is the way it is, but
never stop to find out? How many people have a brilliant idea,
and get excited about their idea, only to do nothing? Most people
never take action to test their theory or try out their plan.
Curiosity is important, but youll only see results if you actually
take steps to test your hypothesis and answer the questions
youve raised.

Fear of Failure
One of the key things to keep in mind when you are being
creative and testing and demonstrating is to leave yourself a
lot of room for error. Youre always going to experience failures
and make mistakes; thats just a fact of life.
Despite the necessity of failure to success, many people allow
their fear of failure to prevent them from taking action.
Do you remember Ken Jennings? Ken holds the record for the
longest winning streak on the show Jeopardy. He won 74 games
before he was defeated, and earned an estimated $3,022,700 on
the show.
In my opinion, Ken only made two mistakes in his life well, at
least in his life on Jeopardy. One was when he lost on purpose
because they paid him to quit (thats my theory and Im sticking
to it). His other mistake came in the form of
a truly awkward answer.
The question was Tool Time for $200.
Alex: This term for a long-handled
gardening tool can also mean an
immoral pleasure seeker.
Ken: Whats a hoe?

55

The next time you make a mistake, put your error in perspective.
At least youre not a clean-cut Mormon with 6 million people
watching you say, Whats a hoe? on national television (the
answer was What is a rake?). Keep that in perspective.

Give Yourself Great Odds

Fear of failure stops many people in their tracks. I once had an
angel investor approach me after a workshop. He said that he
and his friends had a $30 million fund. They wanted to start a
bunch of companies, and they needed smart people to help. My
first reaction was, I dont want to take anyone elses money
and fail. Thats what I kept thinking the whole time he was
talking.
Later that night, we went out to dinner to discuss the subject
further and he said something that made me rethink
everything.
Heres what I think would be absolutely glaring success. We
start 10 companies. Eight of them fail, one breaks even, and one
makes me some money. If even one of them succeeds, that is
unbelievable success.
Think about that for a moment. When I was told that I was
allowed to fail, my perspective changed. I think Ive got a pretty
good chance of being successful, especially if Im allowed to
screw up 85% of the time.
After that conversation, I said, Wow. OK, now I am interested.
Lets talk some more.
You can give yourself good odds, too, by just being willing to
try. Just do something for the sake of your own curiosity and
dont worry about the end result. If you stop and think about it,
failure and success is all perception anyway.

56

If you ever want to experience that eureka moment, if you ever

want to taste great success, you have to be willing to try and
be willing to fail, so get off your keister and do something!

57

emo
ngM 7
i
n
r
o
00
dayM 0, 2
Mon July 3
for

What Courage Can Do

With Six Dollars

Brad Lawrence has been a client of my firm for 12 years. During

that time, hes grown his business beyond all expectations - mostly
because hes got guts.
Recently, Brad was looking at a sort of charm bracelet for his jewelry
store. He could buy the base bracelets for 6 dollars apiece if he
ordered at least 500. That would be $3,000. But his real investment
would be another $30,000 for the countless beads and charms with
which women could personalize their bracelets.
His friends gave him lots of advice:
Charm bracelets are dead. That trend has come and gone.
Theyll bring in the wrong customer. Youll lose your reputation for
upscale sophistication.
It would cost more to advertise the charm bracelets than you could
make on them.
What did Brad decide? He decided to order 500 bracelets and give
them all away.
My staff and I said, Hurray!
Heres what his friends said:
People wont value the bracelet if they get it for free.
People will take the bracelets, then sell them on eBay.
Giving away jewelry will make you look desperate.
But Brad knew the story of K. C. Gillette, the man who gave away
90,884 razor handles in 1904 in the hope of selling disposable blades.
By 1910 he was one of the richest men in America. Last year his
company did more than $9 billion.
How did it work out for Brad?
The 500 free bracelets were gone in less than a week.
And within 6 weeks Brad had sold more than $100,000 worth of beads

58

and charms. Only 28 people who took a bracelet failed to buy any
ornaments for it.
This week Brad told me, Groups of women are coming into the store
during their lunch hour to shop for ornaments, beads and charms.
Every day is like a party. The traffic is amazing. Were making lots
of new friends and winning lots of new customers. It was one of the
smartest things weve ever done.
Brad Lawrence had the courage of his convictions. Do you?
Life is more fun on the edge.
And the view is better, too.

Roy H. Williams

59

Sensible Design
there is no perfect knowledge which can be entitled ours,
that is innate; none but what has been obtained from experience,
or derived in some way from our senses.
William Harvey
What does Christmas taste like? What does Christmas sound
like? Smell like? Feel like? What does the experience of Christmas
evoke in your senses?
Sensible design uses the concept of concurrent
thinking to create ideas. We all experience the
five senses at the same time; however, in many
cases, people do not consciously separate
the senses and attempt to feel each of them
individually.
Thinking about Christmas from the
perspective of each sense is simple
enough, but how does sensible design
translate to the business world?
Although most people have never tried to consciously think and
separate the five senses in their ambiguity, senses play a huge
role in consumers satisfaction with and attraction to a product
or business. Consumers evaluate products based on the way
the product appeals to their senses.
Manufacturers know this. The marketing concept of branding
is designed to create emotional ties between the consumer and
the product. Studies show that almost 75% of our emotional
behavior is derived from the sense of smell, yet a products

60

scent is typically ignored in favor of look and sound.7

Sensuality is enticing. The manufacturers of brand-name
goods are just beginning to harness the power of the senses
by differentiating their products through multisensoric (or
Multisensory) packaging that appeals to each of the five human
senses. Multisensory packaging goes beyond the traditional look
and sounds of a product and integrates smell, touch, and taste
into the products casing. Research from the Milward Brown
Institute has revealed that innovative packaging techniques can
increase consumers brand loyalty and generate increased sales.
In one study, consumers were asked to choose between two
identical pairs of tennis shoes. The shoes were placed in two
different rooms. Each of the rooms was completely identical,
except that one room was infused with a pleasant scent.
Consumers not only preferred the shoes in the room infused
with a scent by a margin of 84%, but they also perceived the
value of the shoes in that room to be almost $10 higher!
Wouldnt you think that all companies would try to identify
what aspects of their product evoke a positive association
with the consumers senses and use that association to their
advantage? Surprisingly enough, thats not always the case.

Thats Not the Way We Do Things

Lets talk about a leading projector manufacturer who will
remain unnamed here to minimize the embarrassment. Every
projector in the world that I know of is advertised and sold on
the basis of weight, color, luminosity, and cost. This companys
projector is the best-selling projector on the market, but not
because it stands out in any of the above areas. The makers of
this projector have tens of thousands of customers telling them
why they bought this specific product and its not for any of
those reasons.
Cyberlis blog: Brand Sense: Beware Brands Are After Your Five Senses!. http://cyberlibris.
typepad.com/blog/2005/02/brand_sense_.html. Accessed 03 Mar. 2008.

61

Consumers choose this particular projector because its quiet.

This particular model happens to be the quietest projector on
the market due to its unique cooling fan design.
Why is this important to business consumers? We have all been
in meetings where you constantly have to move the projector
away from the conference telephone because the projector is
so loud; it keeps keying the microphone and the people on the
other end have real difficulty hearing people talk.
This is noteworthy because the makers of the projector do not
say anything about the noise level of the product in any of their
marketing or advertising materials. Why?
I once asked the CEO of this company, Youve got all these
consumers telling you the reason theyre buying this projector
is because its so quiet. Why dont you advertise that little
detail?
He said that changing all of the marketing materials, brochures,
and advertisements would be too much of a problem. Besides,
he replied, That isnt how we sell projectors. Every projector in
the world is sold on the basis of weight, color, luminosity, and
cost. Why change?
I saw him about a year later at a Christmas party, and I
brought the issue up again (I really do think that challenging
conventional wisdom and authority is entertaining). When I got
about halfway through my spiel, he said, Didnt you already
talk to me about this?
I said, Yeah, and your answer still sucks. Why wont you just
try something new?
I suggested that they create an advertisement on their Web site

62

that simply says, Our projector is the quietest projector ever

built, leave the ad up for a month, and see what happens. Im
certain that the company could sell even more projectors if they
used their biggest marketing tool to their advantage.
Unfortunately, they still havent taken my advice. Every
projector in the world is still sold on the basis of those same four
factors even though those product qualities arent the only
factors that convince consumers to purchase a particular model
because no one is willing to differentiate.

What Has My Computer Been Eating?

I was told this story a few years ago by an Apple Computer
employee.
When Macintosh computers first came out, Steve Jobs learned
a very important lesson in sensible design from a young girl.
The girl was the daughter of one of Jobss friends, and Jobs had
recently given the girl a brand new Mac. Jobs asked the girl, So
what do you think of your new computer?
The girl told Jobs that her new computer was the coolest thing
in the world. She was delighted by the Macs features and
capabilities. But when Jobs asked if there was anything she
didnt like about the computer, she said, Well, there is one
thing...
Whats that? Jobs asked.
It stinks.
What do you mean it stinks? You mean
something about it doesnt work?
No, it just stinks.

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Stinks? Like what?

Well, she said, it smells like a fart.
Jobs was a little confused. How could a computer smell like a
fart?
When Jobs returned to Macintosh, he decided to investigate.
Sure enough, he discovered that the production area did smell
a lot like a fart but why?
It turned out that when the engineers took the Macintosh
computer from a prototype to production, they made an error
in the timing of the curing of the plastics. The computers were
built with sulfur-cured plastics, and the plastics werent being
cured all of the way. The computers were being shipped out
to consumers in boxes when the plastics were only about 90%
cured, hence the fart smell from the residual sulfur.
If Macintosh had considered their computers design from the
perspective of each sense, they may have thought about and
addressed this issue sooner. Luckily for them, one little girls
keen sense of smell prevented the odor from turning off other
prospective buyers.
When I apply sensible design as a brainstorming strategy,
everyone in the room is asked to think about the concept from
the same perspective at the same time from the view point of
our senses. We think about the concept in relation to each sense,
one at a time, and generate four or five hundred new ideas.
When we start talking about how the concept feels, tastes, or
smells, people usually look at me like Im nuts. Things are
usually pretty quiet at first, but by the end, almost everyone in
the room starts participating and throwing ideas out there.

64

After we finish brainstorming, we go into our left brain and

think about each idea logically. In the end, we usually find
that weve generated five to ten ideas that could be easily
implemented ideas that we never would have thought of if
we hadnt considered the product from the perspective of each
individual sense.
Although the issues and ideas we come up with can be pretty
important concepts, addressing the issue or finding a solution
is often simple. The biggest obstacle to solving the problem is
identifying it in the first place. Many times, no one has ever
stopped to consider the product or problem from the perspective
of their senses.

Find the Simple Fix

When I worked on the space shuttle program, we had an issue
with the Solid Rocket Boosters during water landings. When
the boosters hit the ocean after the first shuttle launch, the ocean
water moved out of the way and then slammed back on the
metal case and crushed it. These cases come in four pieces that
cost $500,000 each. These cases were designed to be reusable,
so obviously we couldnt have these expensive cases being
destroyed every time the boosters landed.
We engineers, in our infinite wisdom, put these big, metal
stiffener rings on the outside of the cases so they wouldnt
crush. At the next launch, the water hit the stiffener ring and
ripped the case up twice as bad.
Test, error, try again.
Then we came up with an idea to spray-apply an isoprene foam
at a 45 angle under the stiffener ring so the water would hit the
case and curve off without ripping it apart. This plan actually
worked quite well, but there was one issue: the foam contained

65

cyanide and the technicians spraying the foam needed to wear

bunny suits to protect themselves from the deadly chemical.
We used the sensible design tool
in our next meeting to brainstorm
some ideas. Imagine sitting in a
room with a bunch of engineers
and NASA people and saying,
OK. Lets talk about the operation
of spraying foam. How does it feel?
How does it smell? How does it
taste? I get strange looks from
students when we first approach this
exercise in a class, but these people looked
at me like I was out of my mind.
I asked the skeptics to trust me, and we began brainstorming.
After we generated a few hundred ideas, we prioritized our list.
The sense of feel had revealed a particularly important issue. One
of the most critical things that we came back to was the idea that
these guys in bunny suits were going to be unbelievably hot.
The procedure would be taking place on the sixth floor of a new
facility at the Kennedy Space Center in Florida. The facility was
an uninsulated, tin shed building that reached temperatures of
128 with 100% humidity in the heat of Floridas summers. The
biggest problem with the plan was that the guys in bunny suits
were going to pass out from the heat.
We came up with the simple solution. By installing a small
venturi tube in each suits airline, we could drop the internal
temperature of the suits by approximately 50. The modification
only cost $250.
Even though the process of sensible design seems really farfetched and freaky, we actually came up with a very practical

66

solution to a problem that we might not have ever thought of

and prevented the guys in bunny suits from dropping dead
in the heat.
The practice of sensible design illustrates an important point.
Creativity doesnt have to be earth-shattering. Many times, the
solution to the problem is really quite obvious once you know
what youre looking for.

That Plan Just Wont Work

Just about every F16 in the world has to go to a facility at Hill
Air Force Base in Utah once a year for annual maintenance
and painting. Several years ago I went to the base to conduct a
session about the facility and the painting procedure.
As we went through the sensible process, people were like,
What? Painting F16s doesnt taste or smell. This is stupid.
In spite of the crews protests, we went through the five senses
anyway, and soon discovered that one of the biggest challenges
the crew was facing was thirst. The hangars are huge buildings
that span hundreds of yards, and there are only a few water
fountains located at the ends of the building. The crew was
stuck in their stations doing their jobs. Walking to the water
fountains took too long, and people were getting thirsty.
The solution seemed obvious. I said, Put an engineering order
out and have more water fountains installed.
There was an immediate uproar.
We cant do that! Engineering orders take forever and we
dont have the funding for more water fountains.
Unfazed by their negativity, I asked, Whos the supervisor in
the room?

67

When the guy raised his hand, I said, OK, I know you have a
$2,500 limit on your credit card because I know how these things
work. Go buy 20 Igloo coolers, have maintenance fill them with
ice water every morning, and then distribute the coolers around
the facility.
My idea certainly wasnt earth-shattering, but the team probably
never would have come up with a simple working solution to
the problem if they hadnt used the concept of sensible design
to think about their process from the perspective of each sense.

Give Your Customers What They Really Want

Sensible design allows us to think about a problem from a new
perspective and generate more ideas. When were talking about a
concept, we think about how we want the product to taste, smell,
look, feel, and sound. Just as importantly, we think about how we
dont want the product to taste, smell, look, feel, and sound.
Would you want a computer that smells like farts? Probably
not. Would you like to know which projector is the quietest?
Probably so.
By using the tool of sensible design, we are able to extract ideas
from each sense, think about the effects of each sense on the
concept, and generate ideas that were previously overlooked.
Thinking about a product, a concept, an idea, or an event from
the perspective of the senses shakes your brain up a little bit.
Try thinking about your problem, product, business, or service
from the perspective of your senses, using one sense at a time.
What if you were going to start a Cluster Balloon Ride
company?

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What would you want your customers to experience? What

senses do you want to evoke?
Now, tackle your biggest
problem with the same
approach. What did you
discover?
Car
manufacturers
understand the power
of the senses. Eighty-six
percent of consumers are
attracted to the new car smell.8 What most people dont know
is that the smell is manufactured. New car smell comes in an
aerosol container and is sprayed into each cars cabin before it
leaves the factory. When Rolls Royce learned that consumers
didnt like their new scent as much as the old, they went to
work recreating the original smell of the automobile, using
the 1965 model as a prototype.
Consumers have said that sound is another important aspect of
an automobile. In fact, 44% of consumers say that the sound of a
car is more important than the design. The makers of the Acura
TSX have actually artificially generated the perfect closing
sound of their doors using vibrations generated by electric
impulses in the door.
Packaging appeal is another important marketing area that
relates directly to the senses. Jamie Leventhal is the owner of a
privately held company known as Clio Designs. The company
has manufactured a new line of mens shaving gel with
revolutionary visual packaging.
Leventhal once stunned a Target buyer who asked how much
he intended to spend on advertising by answering zero. The
AIPMM: Product Management Articles for Product Management. Martin Lindstrom. http://
www.aipmm.com/html/newsletter/archives/000164.php. Accessed 22 Feb. 2008.

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buyer was shocked until Leventhal revealed the prototype.

The shave gel, known as NXT, is sold in a triangular container
that glows on the shelves, inviting customers to pick up the
product and examine it in greater detail. A light-emitting diode
in the bottom of the container lights up every 15 seconds, stays
on for a few seconds, and then fades out. The container is tinted
blue, and when the batteries in the base are lighted, the product
looks like a miniature lava lamp or aquarium.
Consumers are drawn to unique packaging, and retailers have
expressed excitement about the new product, referring to the
design as the most advanced packaging theyd ever seen. In
fact, Levanthal believes the ideal location for the product is on
lower-level shelves.
When you look down at them its more dramatic, so what
Im doing is going into retailers and saying, Lets take the less
valuable real estate on the shelf and make it more valuable,
he said.
By appealing to the consumers senses, Levanthals company
has been able to eliminate advertising costs. Levanthal says that
the additional manufacturing cost per unit was less than what
bigger brands spend on advertising.9
Blue Ice Vodka is another brand that has established an image
via sensory product packaging. This company uses stir sticks
with a blue LED light on the end. When the stir stick is sitting in
the bottom of the glass, the whole drink glows blue. I once saw
this product in a martini bar, and quickly noticed that it was the
only drink in the entire bar that the women were drinking.
Appealing to your customers senses works. Do not be afraid
to try an unconventional approach to your issues. Creativity
Luminous packaging helps NXT product sell itself. International Herald Tribune. Andrew
Adam Newman. http://www.iht.com/articles/2008/03/04/business/light.php. Accessed 04 Mar.
2008.

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doesnt require genius, and your idea doesnt have to be

revolutionary. Sensible design allows innovators to take their
product to the next level and harness the power of the senses.

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Why Most Ads Dont Work

Ive said many times, Most ads arent written to persuade, theyre
written not to offend.
This goes back to chapter one, Nine Secret Words in my first book,
The Wizard of Ads. Do you remember the nine secret words? The
Risk of Insult is the Price of Clarity.
Clarity. Ah, there we have it.
Rare is the ad that makes its point clearly.
The customers who cost you money are the ones you never see; the
ones who dont come in because your ads never got their attention.
I was writing an ad this week and decided to insert a word flag. I chose
a phrase of declarative rebuttal; And to that, we say, Piffle and Pooh.
Obviously, Piffle and Pooh is just a whimsical way of saying
Poppycock.
My client was worried that people might be offended, so he asked me
to change it to something else. I hung up the phone and yelled at the
walls. If youre curious what I said, just walk into my office. Im pretty
sure its still echoing in there.
Would you like to know the 4 Biggest Mistakes made by advertisers?
Mistake 1: Demanding Polished and Professional Ads
If you insist that your ads sound right, you force them to be predictable.
Predictable ads do not surprise Brocas Area of the brain. They do not
open the door to conscious awareness. They fail to gain the attention
of your prospective customer. This is bad.
Mistake 2: Informing without Persuading
Study journalism and youll create ads that present information without:
(A.) substantiating their claims,
Lowest prices guaranteed! (Or what, you apologize?)
(B.) explaining the benefit to the customer.
We use the Synchro-static method! (Which means?)
Its Truck Month at Ramsey Ford! (Come to the party, bring my
truck?)
Mistake 3: Entertaining without Persuading
Study creative writing and youll draft ads that deliver entertainment
without:

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(A.) delivering a clear message.

Yo Quiero Taco Bell (Dogs like our food, you will, too?)
(B.) causing the customer to imagine themselves taking the desired
action.
Yo Quiero Taco Bell (I should buy a taco for my Chihuahua?)
The best ads cause customers to see themselves taking the action
you desire. These ads deliver:
INVOLVEMENT: Watch a dancing silhouette ad for the iPod and mirror
neurons in your brain will cause part of you to dance, as well. This is
good advertising.
CLARITY: The white earphone cords leading into the ears of the
dancing silhouette make it clear that the white iPod is a personal
music machine.
Mistake 4: Decorating without Persuading
Graphic artists will often create a visual style and call it branding.
This is fine if your product is fashion, a fragrance, an attitude or a
lifestyle, but God help you if you sell a service or a product thats
meant to perform.
Do you like the ad? asks the graphic artist.
Yes, its perfect, replies the client, the colors create the right mood
and the images feel exactly right. I think it represents us well.
Sorry, but your banker disagrees.
Hey, Ive got an idea; why dont you and Artsy go home and redecorate
the living room at your house? Me? Ill stay here and ruffle some
feathers and sell some stuff. I hope you dont mind.
But you probably will. Because you worry needlessly when people
dont like your ads.
Ninety-eight point nine percent of all the customers who hate your ads
will still come to your store and buy from you when they need what you
sell. These customers dont cost you money; they just complain to the
cashier as theyre handing over their cash.
Do you believe the public has to like an ad for the ad to be effective?
You do?
To that I say Piffle and Pooh.

Roy H. Williams
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Clear as Mud
Neurosis is the inability to tolerate ambiguity.
Sigmund Freud
Men and women both have babies.
Thats a fact of life because I just said so. If we make the
assumption that both sexes are physically capable of giving
birth and brainstorm for creative childcare options, do you
think we would come up with some new ideas?
I actually get out a camera during my classes when we talk
about this subject. If you look around the room, youll see that
the women are vigorously nodding their heads, and the men are
looking at me like Im completely nuts. But really, you havent
hurt anything by assuming that men and women both have
babies. Youve just gained a totally new perspective.
Now, what if I told you that the magnetic North and South
Poles were going to flip? Is that illogical? Not at all; in fact, its
already happening.
On average, the magnetic poles flip every 200,000 years;
however, the time between reversals is variable and its been
about 780,000 years since the last flip.10 We can prove this by
looking at ancient pottery. When the clay was spun on the
spinning wheel, the iron particles in the clay acted as compass
needles and pointed north. Once ancient civilizations cured the
clay, they created a permanent record of where North was.11
Ancient pottery reveals that the poles have flipped.
Why Does Earths Magnetic Field Flip?. John Roach. http://news.nationalgeographic.com/
news/2004/09/0927_040927_field_flip.html. Accessed 19 Mar. 2008.
11
Discovery Channel Ancient China Inventions & Technology. http://www.
discoverychannel.co.uk/ancient_china/inventions/compass/index.shtml. Accessed 20 Mar.
2008.
10

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Whether men can have babies or the North and South poles
really flip doesnt matter. Whats important is the fact that
theres no harm in assuming they can to break up the logic and
look at things differently.
The title of this chapter refers to ambiguity. One of the biggest
hindrances to creativity is the fact that people do not allow
ambiguity. Things must be clear-cut; right or wrong. We want
specificity from life and from each other.
Engineers hate ambiguity. When Im speaking to a group of
them, someone will always stop me and say, Okay, hold on
Mark. Youve got to clear things up a bit.
No, Im being ambiguous on purpose.
Well, Im not allowing my team to go through this without
further clarification.
Sigh.
We avoid ambiguity because of communication problems.
People want to know that theyre on the same page, but in a
brainstorming session, its okay to be ambiguous. Its okay to
think about other ways an idea can be interpreted.
People also get too hung up on logic. Obviously, logic is
part of the creative process, but logic can be restrictive to
the brainstorming session. My restrictions on logic really get
under engineers skin, too. When I tell a room of engineers that
absolutely, positively no logic is allowed for one hour, their
anger is palpable. I hear everything from, youre wasting
time, and if were being illogical how could we ever make
it work, to we dont have the budget for this kind of thing,
and this is stupid. They actually get mad.

75

What the engineers dont understand is that we need that one

hour to be totally illogical and ambiguous. You can be logical
for the other 23 hours of the day if you need to, but for one hour,
withhold judgment and let the creative juices flow. (OK, I am
done picking on engineers, but since I am one, I gave myself
that license. This attitude is a trap we all fall into).
Judgment kills creativity. When the boss opens their mouth and
says, That wont work, the creative process dies and no more
ideas get thrown out.
Ambiguity is really about interpreting things differently, letting
go of logic, and escaping from the fear of judgment. To encourage
ambiguity, I tell students to listen to their dreams. Dreams are
some of the most ambiguous experiences we encounter in life.
Do you ever wake up in the morning and think about your
dreams? Are you able to apply that crazy dream to what you
were working on before you went to sleep?
Of course, when I tell people to listen to their dreams Im not
encouraging them to try to steal Brad Pitt from Angelina Jolie or
quit their day job to become a rock star. I want students to listen
to their dreams in a more literal sense. Pay attention to what your
illogical right brain is saying. If youll remember the discussion
about the lawyer and the beagle from the Introduction, you
know that the little beagle is probably trying to give you an
answer to what you were thinking about the day before.
If you havent already concluded that Im a little bit different,
youre going to think so now. Im to the point that I can connect
my crazy wild dreams to what I was thinking about in my
logical left brain about 50% of the time. As long as I dont roll
out of bed and fully wake up, I can usually make the connection
between my crazy dreams of flying around in a pink tuxedo
and a problem that Ive been pondering.

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Comedy and Creativity

When you hear a joke thats funny, did you ever wonder why
it was funny? You probably laughed because the punch line
was unexpected. The climax was unusual, and did not follow a
normal train of thought. Because the punch line was not what
you were anticipating, the joke got your attention.
There are a lot of similarities between comedy and business
creativity. Both involve things that are unexpected from the
consumers point of view.
Think about good advertising or marketing. These campaigns
work best when they include an element that grabs your
attention because it was not expected. Now lets look at the
anatomy of a joke.
A comedian usually begins by telling a story.
I got this one DUI, which was a bogus charge because it turns
out they were stopping every vehicle
The comedian tells the pieces and parts of a story that travel
along a predictable path. Theyre trying to build a pattern in
your mind as they build momentum for the story. Now, based
on this pattern, theres going to be an anticipated result.
What a good comedian does, especially when theyre telling a
funny joke, is redirect you to left field before they get to the
anticipated result. The punch line will be completely different
from what was expected. Thats what makes the joke funny.
I got this one DUI, which was a bogus charge because it
turns out they were stopping every vehicle traveling down that
particular sidewalk. Thats profiling and profiling is wrong!
-Ron White, Blue Collar Comedy Tour

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The next time you hear a not-so-funny joke, stop and ask
yourself if the punch line was pretty close to what you were
anticipating. If the punch line was expected, the joke probably
wasnt very funny.

Keeping the Boring and Mundane Out

Brocas area is a tiny part of your brain that serves as the
gatekeeper for keeping boring experiences out of your memory.
Brocas area only allows unusual, exciting, or otherwise
unexpected things to be stored in your brain. If you hear a hohum joke, or you have a ho-hum experience with a company,
youre probably not going to remember it.
In order to make a lasting impression on customers, you
have to get past Brocas area. The experience needs to be both
pleasurable and unexpected. If you can accomplish this, you
can plant your company, its products, and its services into their
memory and help trigger word-of-mouth advertising for your
business.
When youre looking for a new idea or approach to your
business or life, go for the unexpected.

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Magic Words

Yes, there are magic words. Do you know them?

Penetrate the shield of customer indifference by shooting verbs from
your word-gun. Leap the wall of inattention by putting verb-springs
under your feet. Hold the gaze of a wide-eyed audience by smearing
verb-honey on your lips.
Verbs are magic words. Rollicking, laughing, lollygagging verbs.
Snuggling, cuddling, canoodling verbs. Prancing, strutting, swaggering
verbs. Sizzle and wiggle and leap and thrust, drizzle and tickle and beep
and bust, projected into the mind they must trigger a mental action.
Verbs kick open the door to Brocas area of the brain, that portal to
conscious awareness. And meter doesnt hurt, either.
Were going for Broca.
Brocas area of the brain is that part of us that anticipates, and hates,
the predictable. If you want to bore a person, just do what they expect
you to do and say what they expect you to say. Works every time.
Brocas area is intrigued by the unexpected. And Broca is required to
interpret verbs. This is why the word most electric is an unexpected
verb.
Take the magic up a notch by Seussing.
The Simpsons When Lisas schoolteacher hears the town motto, A
noble spirit embiggens the smallest man, she mentions shed never
heard the word embiggens before moving to Springfield. Another
teacher replies, I dont know why; its a perfectly cromulent word.
Later in the episode, while talking about Homers audition for the role
of town crier, Principal Skinner states, Hes embiggened that role with
his cromulent performance.
Suessing making up your own words gains our attention with a
slap of wit. Think of it as Tabasco sauce.
Here are some Broca-surprising half-steps as you move your feet
toward Suessing:
Use a noun as a verb: Just Harley-Davidson your way to the head
of the line.
Use a verb as noun: If you cant deliver dazzle, Ill settle for
twinkle.

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Use a modifier as a verb: Hes planning to slippery his way through

the press conference.
Use a verb as a modifier: Its a kicking shade of pink.
Use a modifier as a noun: Im on the road to lethargic.
Use a noun as a modifier: Now dont get all Brokeback Mountain
on me.
Thats enough play for one Monday Morning. Wed better get to work
before our bosses doubt our cromulence and disemploy us.

Roy H. Williams

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The Flat Earth Society

I once had a guy in my workshop stand up and say that my
theory about the magnetic poles was absolutely, positively
impossible. He said that the poles could not have flipped
because the world is not 70,000 years old.
What? That same man also expressed the opinion that weve
never actually put a man on the moon. Thousands of people
claim membership to a group that believes that the round earth
is a myth. That shocked me. I thought that there would only be
like four nuts left out there, but I was wrong.
My wife is from Tennessee. When she introduced me to her
father for the first time, she made the mistake of leaving me
alone with him in a room. He asked me what I did for a living,
and I told him that I worked on the space shuttle program.
He gave me a look and asked, What do you really do?
I thought he was looking for more specificity, so I started going
into the details of my job, but he just cut me off and said, No.
Where do you really work? There is no space shuttle, so there
cant be a space shuttle program.
I started laughing, but then I realized that he was serious. My
father-in-law died believing that there was no space shuttle and
that wed never put a man on the moon.
Ambiguity is a powerful tool for creativity, but like all things, in
the end it requires balance. In the end you cant ignore facts and
data altogether either; there needs to be a balance of the two.
There we go again with duality.

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How Tall is That Building?

One of the major roadblocks to creative thinking is the
assumption that theres only one right answer to any problem
or opportunity that youre having. We all know that there are
hundreds or even thousands of ideas that are better than the
first idea that you came up with. Unfortunately, most people
stop thinking when they come across the first idea that has any
merit at all.
A better approach is to come up with a lot of ideas first. Come
up with one hundred ideas before you actually pick one. Why?
Because the best way to get a great idea is to get a lot of ideas
to choose from.
A student in my class once asked, Why would I come up with a
bunch of answers if I already have a solution that will work?
I explained it to him this way. If you were looking for a date,
would you rather have three girls to choose from or three
hundred?
Then the light bulb went off in his head. The best way to get a
good idea is to get a bunch of ideas first.
There is this story about a student in grade school who had to
build a homemade barometer in her garage. A barometer is a
tool to measure pressure. The homemade devices were just a
simple design with plastic tubing filled with colored water. You
can also use a barometer to determine altitude. The higher you
go in altitude, the less pressure you have.
As part of the barometer project, this student had to present her
barometer to the class and answer questions from the teacher.
The teacher asked her how she would use this barometer to

82

measure the height of a building. Of course, the teacher wanted

her to say that she would go measure the atmospheric pressure
at the bottom of the building, go measure it at the top of the
building, and then use the pressure differential to determine the
height of the building.
Instead, the student said, Okay. I know how I can measure it.
I would just go to the stairwell of the building and take my
barometer with me. The barometer is twenty inches tall, so I can
just mark off twenty-inch sections and then count them all the
way to the top of the building.
No, thats not really the answer I was looking for. How else
could you use your barometer to measure the height of the
building?
Well, I guess I could tie a string to my barometer, go to the roof
of the building, lower the instrument down until it touches the
ground, and then pull the string back up and see how long it is.
Oh! And I know from my physics class that the equation for a
falling object is x gravity x times squared, so I guess I could
just throw the barometer off the roof, time how long it takes to
smash to the ground, and then solve the equation for the height
of the building.
At this point the teacher was steaming. Youre driving me crazy!
You know exactly what the barometer is used for. What is the
simplest and easiest way to use that instrument to measure the
height of the building? the teacher demanded in a stern voice.
Well, I dont know about you but Id knock on the
superintendents office door and say, Hey! Look at this cool
barometer I built. Ill give it to you if you tell me how tall this
place is.
Just remember, one big roadblock to creative thinking is

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assuming theres only one right answer. The best way to

find a great answer or idea is to generate a large selection of
possibilities to choose from first.
Go for the unexpected. Dont limit yourself with logic and
specificity. Ask yourself, how else can this be interpreted? By
allowing yourself to be ambiguous, by allowing yourself to
think about something in a new way, youll gain an entirely
new perspective and discover a multitude of solutions to your
problem.

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View Point
From a dogs point of view his master is an elongated and
abnormally cunning dog.
Mabel L. Robinson
Your birth mothers first name was Toni. She was 14 years old when
you were born.
That was the first line of the new packet that had just arrived in
the mail.
Toni held you after birth and showed a great deal of love and concern
for you. She felt adoption was the best plan as she wanted you to have
the security and family life which she could not provide.
She and your birth father were boyfriend and girlfriend in high school.
When you were born, he was 16.
Toni was described as a feisty, healthy kid who was very bright, but
whose behavior was out of control.
The social worker speculated that had she had her parents active
support and had plans to marry your birth father, she might have
raised you.
She was asked to leave the maternity home after some concerns about
excessive necking she and her boyfriend, your birth father, were
engaged in during his weekly visits to the maternity home.
Your birth father was described as being on the short side of average
build.

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If you had ever met me, you would find that last statement
extremely hilarious. I am 57 and 13/16th.
This particular package had arrived because of the sudden and
unacceptable rise in my cholesterol levels last year, as mentioned
earlier. This spike, which occurred in spite of the fact that I was
eating better and exercising more than ever before in my life,
just didnt make sense to me. Becker, my doctor, had suggested
that since I was adopted and had no medical history he could
refer to, I should take the safe route and get on Lipitor. But I
didnt want to take any more drugs.
I also had no real desire to search for my birth parents. Now
dont get me wrong. Of course I thought about my birth parents
from time to time as I was growing up (or I wouldnt be curious
or even human) but it was never that big of a deal to me for one
very good reason: I was raised by the best and bravest parents in
the world. In the 60s, they adopted four kids from four different
families, God bless them. I never had any reason to search for
my birth parents because I already had the greatest parents on
Earth.
But then this cholesterol issue got me going. I called the
adoption agency and asked if they had any medical history on
my birth parents. They said they could send me a packet with
non-identifying information, if I was interested. After some
thought, I said OK.
That was how I ended up with the Toni packet. Her name was
Toni Gayle something. I didnt know her full name because they
had whited out her last name on each page to make her nonidentifying.
Except on the last page. On the final page of the packet, someone
had made an error and whited out the middle name, Gayle, and
left her last name. McDaniel. Now I knew her full name.

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Toni Gayle McDaniel.

My birth fathers name was Richard Martin something. The last
name was whited out again, but I could tell the name was five
letters. Hmmm Brown? Green?
I started to mentally peel the onion.
Then it hit me. I knew my birth fathers last name was Smith.
When I was about seven, my mother (the one who adopted
me) was looking for my birth certificate for some reason long
forgotten. I was standing next to the filing cabinet with her as
she was going through the papers. I dont think I had ever seen
my birth certificate before. When she pulled the document out,
I saw two names.
Mark Lee Fox and Richard Martin Smith.
Mom, who is Richard Martin Smith?
She didnt know what to say at first. I think she had forgotten
that there were two names on the birth certificate.
That was the name the foster parents gave you before we
adopted you.
I am certain that is what she was told or what she remembered.
At the time, the name wasnt all that important, especially when
you consider I was only seven.
But then, thirty-nine years later, after totally forgetting about
that unimportant episode, some brain cell in the recesses of my
brain remembered Smith. Go figure.
Now what?

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Knowing their names made a difference. My birth parents

were now real people. That notion dramatically changed my
viewpoint about my life. I started thinking differently about
things I had assumed or taken for granted for 46 years, things
that may or may not have been correct.
Was there a 60-year-old woman out there in need of closure?
Was there a 62-year-old father in the same boat? What if I
contacted her and she got angry? Would she be happy to hear
from me or not? She was only 14 when I was born. What did
that pregnancy do to her life? Did she even remember having
a baby? I know she went to a maternity home for a while, but
then what? Did her parents send her away?
What if I called her and she had a heart attack? That possibility
stuck in my head for several days. What if my phone call kills
her?
These and 10,000 other questions ran through my mind the
following days and changed my view point about adoption,
myself, and my life in an instant.
I use this story to illustrate an example of how a change of
view point or a change of perspective can generate questions.
If learning about my birth parents can raise 10,000 questions
in my mind, what other perspectives can I use to generate that
same burst of ideas and curiosity?
You dont have to experience something as dramatic as this to
change your viewpoint. This is an extreme example of contextual
change. You can change the way you are looking at an issue by
looking at the idea from another person, place, or even another
things view point and get a plethora of new ideas and thoughts
about the issue. Using a new view point allows your creativity
to flourish.

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You can really get creative when you think about a topic from
the perspective of something thats not human. I once read
about an engineer at Sunbeam who pretends he is the idea. So if
hes making a toaster, he imagines that he is the toaster. He asks
himself, do I want people to look fat or skinny when they see
their reflection in my panels? How do I clean the crumbs out of
my bottom tray? By thinking about the product from the view
point of the product, he is able to make a mundane task both
more fun and become more innovative.
How could you change your perspective or view point in
your business to generate 10,000 new questions? What if you
assumed the view point of the CEO of your company? What if
you assumed the view point of President Bush? What would
you do differently?
Are the creative juices flowing yet?
Oh yes. You might be wondering if I ever found the medical
history I was searching for. The information was listed on the
last page of that fateful packet.
Medical history: The only medical history (as follows) was
provided by your foster family during the six months that you
lived with them before you were adopted.
You were described as a whiney, crying, gassy baby.
Gee thanks, how helpful.

Thats Total B.S.

In June 2002, Elizabeth Smart was abducted from her bedroom
in Salt Lake City, Utah. She was discovered eight months later,
camping with her kidnappers six miles behind her house.

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While Elizabeth was missing, I wrote a proposal to the FBI

committee investigating the crime and offered to come in and
teach my workshop for free. After all, Im a perfect expert. I
know absolutely nothing about lost children and procedures.
I thought, Maybe I can help them think about the case from a
different perspective.
I asked myself, How would nature find her? In the proposal,
I started writing ideas of how to find her like, look for DNA in
the water, enlist the Civil Air Patrol, and use satellite imaging.
Now, this may sound like Monday morning quarterbacking,
but hear me out. The case took place before Google Earth was
created. At that time, you could purchase any satellite image
of the Earth for $149 and view any place on the planet that the
Department of Defense hadnt blocked for security reasons.
What if the FBI had actually done that? They might have noticed
that someone was camping in the same spot for eight months.
After all, in Utah no one is allowed to camp in any spot for more
than 14 days.
I sent 25 e-mails and made 20 phone calls to that investigating
committee, but no one ever responded. One day, I was telling
this story to a class when a man stood up and said, Mark, that
story is complete B.S.
I said, Okay why do you say that?
He replied, I know for a fact, because I was a key member of
that FBI investigation.
That was a bit of a conversation stopper. What do you say to
that? So I just moved on.
About thirty minutes later, the same guy raised his hand and
asked if he could say something to the class.

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I held my breath.
He said, I want to apologize. Ive been sitting here for the last
half hour thinking about it, and I actually do remember some
nutcase sending us a proposal about all kinds of crazy stuff.
Youre probably right about us not calling you back, but you
know what?
I remember now, and we did run a background check on you.
Even though the FBI clearly didnt see the merit in my plan, I
still think that the view point approach could have helped them
find Elizabeth more quickly. How many other ideas could they
have come up to look for her? The view point of Nature alone
offered several viable ideas for the search. What if they had been
willing to explore other perspectives and think about how they
could find a missing girl from another view point?

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Mem
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Seeing Yourself Real

Paper Roses Have No Fragrance

Most of us are out of balance and suffering for it. Were either too
pragmatic or too romantic.
The pragmatist never stops to smell the roses. Whats the use? Just
get the job done, move onward and upward. Winners never quit and
quitters never win.
The romantic smells the roses and gets misty-eyed. Roses are so
meaningful. Lets sit down and talk about our feelings and listen to
some music and understand.
You realize Im not talking about actual flowers, right? Im talking about
the pitfalls of a too-flowery life and the emptiness of a life without them.
Im talking about the dangers of a lopsided perspective.
Good things come into conflict. And there is no choice so difficult as
the choice between two good things.
Justice or mercy?
Honesty or loyalty?
Inspiration or accuracy?
Time or money?
Science or romance?
Which way do you lean?
A weak student will choose one side of a duality and disparage the
other side while a brilliant student will stand between the poles and
feel the energy that passes between them.
F. Scott Fitzgerald put it this way, The test of a first rate intelligence is
the ability to hold two opposed ideas in the mind at the same time, and
still retain the ability to function.
Life is a tightrope.
Leaning is dangerous.
Balance is what you need.
In fact, romanticism and science are good for each other. The scientist
keeps the romantic honest and the romantic keeps the scientist
human.
Tom Robbins, Another Roadside Attraction, 1971
Im not suggesting that you seek watery compromise, that mindnumbing happy medium cherished by the frightened and the weak.

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Im suggesting you find the electricity that flows when two poles of a
duality are brought into close proximity.
Electricity is not a compromise. It is an altogether third, new thing that
emerges from two potentials.
And so I will tell them one of the greatest, perhaps the greatest story
of all the story of good and evil, of strength and weakness, of love
and hate, of beauty and ugliness. I shall try to demonstrate to them
how these doubles are inseparable how neither can exist without
the other and how out of their groupings creativeness is born. John
Steinbeck, East of Eden, 1952
Can you see the truth in opposite possibilities?
Your opponent isnt always an idiot.
Your adversary isnt always evil.
Learn to love your enemy and feel fully alive.
Reach for the electricity.

Roy H. Williams

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The Universal Experience

David, whatever you do, dont mention the L word.
What the hell is the L word?
Shush.dont even say the letter. Dont even think about
it. Im talking about licensing. We dont even want to say that
word. If we do, well have their lawyers on us like white on rice.
The project will never get approved because were too small
for them to care about granting us a license. They wouldnt
even give us the time of day. Well be dead in the water. Dont
you dare bring up that word. We have to figure out another
approach. We need to go at this from another viewpoint.
Dave Campbell and I had been brainstorming for days on how
we could leverage our new creativity and innovation course.
We kept asking ourselves, how do we make this new course
larger than life? Who could we partner with that could take us
to a higher level of status and credibility, one that we couldnt
possibly reach on our own?
We finally settled on Universal Studios. If we could partner
with them and use the prestige of Universal to launch our new
course, we knew we could make our class an instant success.
Our plan was to put the course together
and integrate our workshop with the
activities and facilities of the theme
park. The class would be a three-day
corporate training event on creativity
and innovation at Universal Studios
Orlando.
We had managed to set up
a meeting with Universal to

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showcase our product. We wanted to hold this event on

Universals property, and we desperately needed to use the
Universal name in our marketing materials. Their name would
give us the leverage we were looking for, but we knew they
would never agree to let us license the Universal trademark.
We needed approval to use the Universal name, but we knew
if we brought up the L word, they would just tell us to go
pound sand. From Universals view point, there was no reason
to allow us to license the name. We werent big enough. We
didnt have enough revenue potential for them to care. They
spill more popcorn in a day then they would make on a revenue
share with us over a year.
To get approval to use their name, we knew we had to approach
the issue from a different view point, so we put on our curious
caps and started doing research.
We found that Universal hosted three to four corporate events
at their theme park per day. We figured that if all these other
companies were already using Universals facilities for corporate
events, we could do the same thing; we just needed to host our
own corporate event.
On the day of the meeting, we were extremely cautious.
So let me get this straight. You are the Corporate Events
Organization team for Universal Studios Orlando. You already
have a system set up to handle three or four corporate events
each day. What do we need to do to host a corporate event here
as well?
Well, you simply select the facilities and days you want and
then book your event with us. All we have to do is complete a
normal purchase order.

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Now I had to dance around the L word issue.

OK, so the corporations that come here now they all have
to tell their employees that the event is being held at Universal
Studios Orlando right?
Yes, of course.
So I can safely assume they post information about the event
on their internal Web sites.
Im sure.
They probably provide maps of the park, information about
local hotels, restaurants, and general details about the event,
such as what to bring, what to wear, and what there is to do in
the area. They probably use some of your marketing collateral
to share that information internally, as well, right?
Sure.
Do you have a packet of information about Universal that we
could use to announce our corporate event?
Certainly. We can get you a package.
And since you have more than a thousand companies hosting
events here each year, do you see any problem with us posting
some of your marketing materials on our Web site? You know,
the Universal logos, restaurant information, and details about
rides that sort of thing?
No, we dont see any problem with that.
We had just gotten approval to use the Universal Studios name
without ever discussing the L word.

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We just had to use a different perspective. Of course, we were

looking out for Universals best interest as well. Nothing we did
was devious or deceitful. Not discussing the L word didnt
hurt anyone.
We got our new event approved, and we are providing another
(albeit small) revenue stream for the Universal Corporate Events
team, all by using a different view point.
Check it out: www.imagination-live.com

Use View Point to Make Your Ideas Stick

Chip and Dan Heath recently released, Made to Stick, a book
that explores why some ideas thrive while others die. I have
spoken to Chip and Dan about their powerful and insightful
book, particularly about how we could use a new view point
to generate dozens of new products and services based on the
books principles. The foundation of the book is based on the
observation that sticky ideas have several common attributes.
Sticky ideas are:

and tell

Simple
Unexpected
Concrete
Credible
Emotional
StorieS

These attributes spell success, which makes the concepts easier

to remember. Lets now explore each of these concepts in greater
detail, highlighting some examples from the book.

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Simple
In the military, there is a concept called commanders intent.
The commanders intent is defined as, a concise expression
of the purpose of the operation and the desired end state that
serves as the initial impetus for the planning process. It may
also include the commanders assessment of the adversary
commanders intent and an assessment of where and how
much risk is acceptable during the operation.
No military plan ever survives initial contact with the enemy
despite the enormous amount of planning that goes into the
operation. Military operations and the environment are complex
issues that are not easy to plan for and the enemy gets a choice
on what happens.
That reality makes the commanders intent even more
important. This statement is a simple core message that
everyone can understand: This is the desired outcome;
this is what we came here to accomplish. No matter what
happens, the foot soldier on the ground knows what has to be
accomplished that day.

Unexpected
As youll recall from previous chapters, Brocas area is the
portion of your brain responsible for filtering boring, mundane,
and otherwise unmemorable experiences from your longterm memory. An experience, product, or event has to break a
mental pattern in your brain in order to be embedded in your
long term memory. The movie, The Sixth Sense, mastered
the unexpected. Throughout the film, viewers are shocked and
surprised by the multiple twists. This cinematic masterpiece is
memorable primarily because the creators harnessed the power
of the unexpected.

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Concrete
I believe that this nation should commit itself to achieving the goal,
before this decade is out, of landing a man on the moon and returning
him safely to the Earth.
President John F. Kennedy, May 25, 1961
President Kennedys challenge to Congress is memorable
because there is no wiggle room in this statement. Kennedys
objective was to land a man on the moon and return him
safely within the decade. The challenge was concrete and
clearly defined, and thus more likely to stick in the minds of its
recipients.

Credibility
Credibility has an incredible impact on the stickiness of a
message. In Made to Stick, the authors discuss how the NBA
brought home the dangers of AIDS to their rookies in a way
that they wouldnt soon forget.
The NBA requires all rookies to meet in a mandatory session
before the season begins. On the first night of the orientation,
the players were hanging out at the hotel bar when a group
of very attractive women walked in. The women were dressed
for attention, and the players were happy to oblige. By the end
of the evening, several of the players had made plans to get
together with the various women later in the week.
When the players arrived for their first meeting in the morning,
they were shocked to see the women from the previous evening
lined up in the front of the room. One-by-one, the women
stepped out of line, introduced themselves, and said, and Im
HIV positive.
That stunt certainly added credibility to the NBAs message, but
how do you think the rookies viewpoint changed in light of the
womens revelations? Their perspective changed dramatically

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when they realized that the beautiful women they had been
flirting with the night before were, in fact, HIV positive. This
new view point brought home the message that the NBA was so
desperate to transmit: AIDS is real, and anyone, anywhere can
be a carrier of this deadly disease.

Emotion
One of the easiest ways to make a message stick is to tap into
someones emotion. Charities have known for years that if they
can make an emotional, one-to-one connection with a person,
theyll give more money than they would have donated to a
group fund. Thats why charities often have patrons sponsor
or adopt a young child in an impoverished, third-world
country. By giving the donor a name, a picture, and a story of the
recipient, the charity appeals directly to the donors emotions,
leading the donor to contribute more money.
Targeted messages such as these change the donors view
point as well. Even though there are a lot of people in need,
when a potential donor looks at the world through the eyes
of a starving child in a third-world country, their perspective
changes. Charities capitalize on this new perspective by letting
donors know that their money really can change one life, even
if they cant save the world.

StorieS
Stories add a human element to a message, making it both more
unusual and memorable. Think about Subways Jared campaign.
Almost everyone is familiar with the story of the man who lost
hundreds of pounds by creating his own Subway sandwichbased diet. Jareds story has carried a lot of momentum and
weight for the Subway campaign. Stories stick.
As you consider your issue from different view points, keep
Chip and Dan Heaths SUCCESS attributes in mind.

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The Wonderful World of Shrink Wrap

The importance of opening your mind to new perspectives and
view points cannot be underestimated.
On January 16, 2003, the Space Shuttle Columbia launched into
space at a seemingly uneventful launch. We later learned that
the foam on the external tank, the insulation around the outside
of the tank, had broken into pieces, fallen off, and struck the
left side of the orbiter wing. Although nobody knew it at the
time, the foam pieces had damaged the wing. Upon reentry into
the atmosphere, the damage to the wing caused it to heat up
and fail. Later on, we all saw the heart-wrenching videos of the
vehicle tearing apart upon descent.
The Columbias fatal reentry was obviously a horrible disaster.
The loss of the crew and vehicle was a devastating blow.
Now, lets switch gears for a moment. Do you remember the
Tylenol scare in the early 1980s? Seven people in the Chicago
area died after ingesting capsules that had been laced with
potassium cyanide poisoning. Although the perpetrator was
never caught, the deaths led to reforms in the packaging of
over-the-counter substances.
Do you know how many billions of dollars that the
pharmaceutical industry has spent on packaging materials and
processes since that case? The advances and improvements
theyve come up with are unbelievable. As I was examining the
foam problem, I asked myself, What outsiders could NASA
bring in for a new viewpoint and perspective to help solve
the problem? Why couldnt NASA bring in some packaging
engineers to shrink wrap the external tank?
Shrink wrap. The idea may seem strange, but why not? We
shrink wrap bales of hay, medicine, and leftovers. Shrink wrap

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keeps things in place. Everyone knows that you cannot open a

music CD, and the child-proof bottles on aspirin make it difficult
for intelligent adults to retrieve their pills.
I suggested my idea to a group of NASA officials and engineers
in a lecture I presented in June 2005. After my lecture, there
was a celebration for the opening of a brand-new facility. I was
standing around talking and enjoying the appetizers when I
decided to bring up my idea in a more personal setting.
I asked a few people, What do you think of my shrink wrap
idea?
Well, you know, its not going to work because ice will probably
stick to the plastic, they replied.
Well, that wasnt actually what I had in mind anyway. I was
thinking about a polymer that you would spray on. My polymer
would be spray-painted on to the external tank, cure at room
temperature, and shrink on its own. I am sure we can find a
formulation that ice wont stick to.
The conversation went on for a while, and the two men I was
speaking with started looking over my shoulder and trying to
figure out how they were going to get away from this nutcase.
As they started to backpedal to try and escape from me, I
dropped a bombshell.
Well, you know you never used to have a foam problem back
when you used to shrink wrap the tank.
That stopped them in their tracks. What are you talking
about?
I said, Well, you used to shrink wrap the external tank.

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No we didnt.
Yes you did.
They just looked at me with a glazed expression.
The shrink wrap was called white paint.
Blank looks again.
You used to paint the tanks white. When the tanks were
painted, you never had a foam problem.
Are you serious?
Well, actually, I dont know if thats true or not, but you know
what? Neither do you. There werent enough cameras then
to examine the details and see if any foam fell off or not. So
the paint itself may have actually been strong enough to have
solved the problem.
Even though my hypothesis may or may not have been correct, I
was just trying to get them to think differently and to understand
the importance of a new perspective, a new viewpoint.

Uncover Your Inner Artist

Dr. Betty Edwards book, Drawing on the Right Side of the
Brain, teaches people how to become better artists, while also
unleashing creativity by encouraging readers to explore and
familiarize themselves with the hidden potential in their own
brains. So, to further explore the power of view point and
perspective, Id like to make you into an artist.
This is a five to ten-minute exercise. Go get a piece of blank
white paper and a pencil. Do not turn your page upside down.

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Replicate the image you see without looking at objects. Look at

the lines, angles, curves, and spaces, paying special attention
to the relationships between spaces, angles, and curves, and
the distance between lines.
Remember, there are no objects. There are no eyes, there is no
nose, and there is no face. You are simply trying to duplicate
exactly what you see, not what you think you see.
Start drawing.
Seriously, put the book down
and go get a piece of paper
and something to draw with.
Do the exercise before you
read anymore. Come on! Give
yourself a gift and escape to the
right brain, its only 10 minutes.
Ill wait.
When your image is complete, take your paper, turn it rightside up, and look at what youve drawn. Is your picture better
than you expected?
The first time I did this exercise I was shocked. My drawing was
incredible, especially when you consider that stickmen are the
foundation of my art career.
The reason that your image probably looks better than the
pictures you typically produce is because you changed the
context. You changed your viewpoint. Rather than looking at
the picture as an object, or as specific elements such as an eye,
a nose, or a face, you just tried to reproduce what you actually
saw, which enabled you to depict the image in greater detail
and accuracy.

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This idea of context applies to business and life as well. Youre

used to recognizing patterns and themes, but when you identify
those patterns and run with them, how much detail are you
missing? How much detail are you leaving out because you
already have the pattern established in your mind?
Have you ever had someone finish a sentence for you? When
someone does that, they are assuming based on patterns and
experience that they dont even need the rest of the information
in your thought because they think they already know what you
are going to say. Have you ever had someone finish a sentence
incorrectly or miss your point altogether because they were so
stuck on their own perspective?
When you look at the image from a totally new perspective,
youre not allowing your history, prejudices, or patterns to draw
the picture for you.
Apply the same concept to your personal and professional life.
Rather than drawing conclusions based on what you already
know, look at the issue from a new context or view point and
be amazed by what you can discover and create in your own
mind.
Remember, From a dogs point of view his master is an elongated
and abnormally cunning dog.

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o
Mem
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Mon ebruar
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Once Upon a Time

I was freshly married to Pennie and barely old enough to see over
the dash of a car but I wanted to show her the magical places of
my childhood, so we saved up enough money for 3 tanks of gas and
made the 200-mile drive from Broken Arrow to Ardmore, Oklahoma.
I never knew my fathers father. A couple of photographs and a pocket
watch are all that remain of the original Roy H. Williams. But my
mothers dad I knew. Roy Pylant (PIE-lant) was the iceman in Ardmore
for more than half a century.
My career as an iceman began one afternoon when I was five.
A restaurant called for 100 pounds of crushed ice and I went with
Daddy Py to deliver it. I watched him dump the ice into the restaurants
icemaker and then I carried the empty canvas bag back to the truck. I
wasnt big enough to do much else.
As I walked away I heard, Looks like you got you a new helper.
Thats my grans-ton Little Roy. He saves me a lotta steps.
Daddy Py couldnt say grandson without putting a T in it.
Daddy Pys house had chickens and a little stone washhouse and a
garage from which you could see the edge of the world if you climbed
up onto its flat tar roof.
Once, when I was nine, Daddy Py and I took a break from crushing
ice to go with Larkin from Larkins Bait Shop. He needed to check his
trot lines and asked if we wanted to go along. Trot lines were illegal,
of course, but Larkin knew how to hide them so he never got caught.
He got a big catfish that day and I got my first ride in a motorboat. I
also saw Tucker Tower. It was even cooler than the garage at Daddy
Pys house.
Summer after summer, Daddy Py and I would roll out of bed early,
drive to the ice plant and slide 300-pound blocks of ice onto his 65
Chevy long-narrow pickup. Roll the tarp over the ice, drive to Lake
Murray, crush and bag the ice, toss it quick onto the truck, cover it
again with the tarp and deliver it to the convenience stores.
I was good at it.
As a child, it never occurred to me that my family spent summer
vacations at Daddy Pys because we didnt have the money to go
anywhere else. I figured we went there because it was the grandest
place on earth. And Mama Py took care of us all.

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Back then they didnt let you become a grandmother unless you could
cook and Mama Py was a grandmother of five. Her food glowed like
the sword Excalibur. Dopers would give up drugs for it. Ministers
praised it from the pulpit. Shakespeare wrote sonnets about it.
Mama Py had a vegetable garden. Bright rays of color would shine
from her kitchen windows as she prepared tomatoes, okra and corn
on the cob with bowls of beans and fried potatoes. Her kitchen table
glimmered like a leprechauns pot of gold.
Then Daddy Py would arrive with a tinfoil bundle and 2 mysterious
jars of liquid. The quart Pepsi bottle with the screw-on cap contained a
thin, grey-brown au jus, redolent with coarse black pepper. The baby
food jar contained an equally thin, red liquid that sparkled with what
appeared to be cayenne. The tinfoil contained sliced brisket. Airplanes
buzzed the house to get a sniff of it. This was Lieutenant McKersons
barbecue.
We delivered ice to him every morning.
The sidewalk in front of McKersons was broken. The building had no
air conditioner. A tightly sprung screen door traded magical aromas
for outside air. There was a hole worn in the linoleum in front of the
serving counter, its edges smooth, tapering down to a mirror of grey
cement, the silent work of a million shoes standing, twisting, turning
to leave with their tinfoil treasures and sparkling jars. I looked into that
mirror and saw the soul of America.
And it was beautiful.
Rich men had tried for decades to get McKersons recipe by offering to
franchise his little place, but McKerson had no interest. He cooked for
the tired, the poor, the huddled masses yearning to breathe free.
Each morning Id hold open the screen door and Daddy Py would
plunge into the mist with a 12-and-a-half-pound block of ice. I never
saw McKersons face. These early morning hours had him boiling
Pepsi bottles and baby food jars in a 25-gallon aluminum pot. I saw
only the white apron strings tied behind his neck and back. He didnt
turn to see who we were. Our delivery of the ice was a morning ritual
worn as smooth as the hole in the linoleum. We were gone in less than
ten seconds. Ice is an impatient master.
One day as we drove away, I asked, What branch of the service was
Lieutenant McKerson in?
He was never in the military. His mama just liked the name.

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A decade later I sat with Pennie, my young wife, across the street from
Lieutenant McKersons in Ardmore. Daddy Py and Mama Py were
dead. I told Pennie about the Pepsi bottles, the baby food jars and the
soul of America. We were gazing in silence at the tired little building
when an ancient man emerged in a glowing white apron. He hung an
Open sign on a hook outside. We watched as he went back in.
I sat and thought.
Then I drove away, unwilling to taint the taste of the memory.

Roy H. Williams

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Universal Network
When one tugs at a single thing in nature,
he finds it attached to the rest of the world.
John Muir
Weve talked a lot about creativity, but what exactly is creativity
anyway?
Creativity is bringing into being something which didnt exist
before, either as a product, process, or thought. This new thing
can be a combination of things that already exist things that
were not previously used or applied in the same manner. I refer
to this phenomenon as combination creativity.
Combination creativity looks at the connectedness of things.
Combination creativity involves looking at things that dont
look like they should be combined, but somehow work together
in an application that was not thought of before.

Changing the Application

Randice-Lisa Altshul was a housewife with a big idea. One
day, she was tempted to throw her cell phone out the window
of her car as a result of a bad connection. After realizing that
cell phones were too expensive to lose or throw away, she was
struck by the possibility of a disposable phone.
Weve all used cell phones and phone cards, but Altschul looked
at these two objects and thought, how else can these two items be
used? How can I combine these two things to create something
new? Altshul combined the cell phone with the phone card to
create the Phone-Card-Phone, a paper phone with an integrated

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circuit on the paper. The minutes are pre-programmed onto the

circuit, and once the minutes are used up, the phone is thrown
away.12
Altshul took two things that already existed and created an
entirely new product. She wrote a proposal to Motorola asking
if she could do a pilot test of her product and they funded her
project. Hows that for creativity?
Wendy Silver, a stay-at-home mother of two, stumbled upon
another popular invention. Silvers inspiration stemmed
from the frustration she experienced while trying to recreate
a chopped salad that shed eaten in a restaurant. As she
painstakingly chopped each ingredient, she thought, There
has to be a better way. Silver wanted to create a tool that would
allow her to chop and mix her ingredients simultaneously,
without the hassle of cutting boards and knives.13
Silver took utensils that already existed: a spoon, a knife, and
a pair of scissors, and combined them together to create the
Toss and Chop. Her invention was nothing new. The Toss and
Chop is merely a combination of things that already existed, yet
she sold everything she had in inventory on the first day the
product was sold on QVC.
The Reebok Pump, a popular line of athletic shoes in the early
1990s, is another example of combination creativity. Reebok
was trying to come up with a new product line, so they went
completely out of their industry for inspiration. In their search
for innovation, someone explored the medical industry and
found an IV bag.
The IV (short for intravenous) bag was inserted in the sole of
The Disposable Cell Phone or Phone-Card Phone. Mary Bellis. http://inventors.about.com/
library/weekly/aa022801a.htm. Accessed 25 Feb. 2008.
13
Toss & Chop, salad utensils, salad chopper, salad scissors, kitchen utensils, kitchen gadgets.
http://www.silvermk.com/about_us.cfm. Accessed 24 Feb. 2008.
12

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the shoe, and they called their new creation the pump shoe.
The prototype and the first shoes off the production line were
actually made with real IV bags, like the ones youd find in any
hospital. The pump has since been modified, but the origins
of the concept remain rooted in a product that was already in
existence but used for an entirely different purpose.

The Art of Originality

Thomas Edison once said, Originality is the art of concealing
your source. Many of the greatest inventors and thinkers of our
time did not create their famed inventions, but rather expanded
upon what another innovator had already created.
Humphrey Davy designed the first light bulb not Thomas
Edison. Davy had the first patent on the bulb, but his design
was not particularly popular because it was too bright. Davys
basic technology is actually used today in search lights.
Edisons first innovation was really the industrial research
lab built in Menlo Park, New Jersey. What many people dont
realize is that while many of the inventions created at Menlo
Park are legally attributed to Edison, his team was actually
responsible for the majority of the research and development.
Edison took hundreds of people from different industries and
then mixed them into a huge cross reference of disciplines and
fields. His team not him was responsible for expanding on
Davys design to create the first indoor light bulb.
John Forbes Nash was an American mathematician who
received the Nobel Prize in Economic Sciences for his work in
game theory. Nash stumbled upon his prize-winning idea as a
graduate student at Princeton chasing girls in a bar.
Robert Fulton, a U.S. engineer and inventor who is credited
as the creator of the steamboat, also got his idea from other

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sources. Fulton took two things that already

existed: the sailboat and the steam engine,
and created the steamboat.
Albert Einstein, another widely recognized
innovator and inventor, won his Nobel Prize
for his theory of photoelectric effect; however,
he did not come up with the idea. Max Plank,
another scientist, was the first person to discover
photoelectric effect.
Einstein publicly asked Plank, Can I borrow this idea and keep
developing it? Plank allowed Einstein to develop his theory
further, and Einstein was ultimately awarded the Nobel Prize
for his work.
Another little known Einstein fact involves his first wife,
Mileva Maric. Albert and Mileva, who was also a physicist,
were separated for most of their married lives. The couples
love letters have recently been unveiled and in the letters, the
couple writes back and forth about the Theory of Relativity. The
letters reveal that Mileva wrote many of the equations leading
up to the Theory of Relativity, but she is not credited for her
contributions in any formal public record.
Einstein once said, Many times a day I realize how much my
own outer and inner life is built upon the labors of my fellow
men, both living and dead, and how earnestly I must exert myself
in order to give in return as much as I have received. His words
take on a new meaning when one considers the contributors to
Einsteins most-recognized inventions and theories.
Although Einstein, Fulton, Nash, and Edison did receive
inspiration and contributions from outside sources, I am not
disputing their genius. The fact remains that these brilliant
individuals took something that already existed and built and

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expanded upon it to create something entirely new. Combination

creativity is innovation.
Im curious as to what percentage of Nobel Prize winners got
their inspiration from somewhere else. I dont have a conclusive
answer, but I estimate that up to 90% of award winners got their
idea from an outside source. They admit it in their biographies.
These great men and women were recognized for taking an
innovation to the next level, not on the basis of how they created
the idea.
After all, there is no such thing as a truly unique idea. If you
think youve got one, youre kidding yourself. But that doesnt
mean you cant do something fantastic with it.

Ferries and Flies

Dr. Robert Dane once sat on the docks of Australias Sydney
Harbor and thought about boats, ferries, and all the other ships
in the harbor. Almost all of the ships in the busiest harbor in the
world run on diesel fuel, which is a major contribution to the
pollution problem.
Dr. Dane recalled reading a book about ancient insects and the
evolution of how they grew wings. Common sense dictates that
insects grew wings to fly. Thats what I always thought. But Dr.
Dane had read that insects originally grew wings to regulate
their body temperature. Bugs used their wings as solar panels;
they stuck out their wings to absorb the suns radiations and
used the sunlight to stabilize their internal temperatures.
Dr. Dane took the concept of a bugs wing and thought about
the wing in conjunction with the pollution-free sailboat and
the efficiency of solar panels. He realized that by combining
these things together, he could overcome multiple obstacles.
Pollution would no longer be an issue if the boats could run

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without diesel fuel. When combined together, the wings and

solar panels would overcome the vagaries of the wind that
doesnt always blow and the sun that doesnt always shine.
Using solar panels and wings together would also allow the
ships to get more speed than from either force alone.
You may be thinking, sure this plan sounds great on paper, but
nothing realistic could ever come from that kind of pipe dream.
Yet in the summer of 2000, Danes Solar Sailor,14 the worlds first
solar/wind/hybrid-electric powered cruise boat, took to the
waters of Sydneys harbor. The Solar Sailor is a 20-meter-long
catamaran that makes 7.5 knots without producing any water
or air pollution.
What a cool idea for the environment. The mechanics of Dr.
Danes boats are not revolutionary. He just combined existing
technologies with a little bit of inspiration from nature to create
an entirely new concept.

Shuttlecocks and Rocket Ships

Burt Rutan is known as the aviation god responsible for creating
all kinds of freaky planes. He created the Voyager, the first plane
to fly around the world on a single tank of fuel, among many
other revolutionary and record-breaking experimental aircraft.
In the fall of 2004, Rutan and his team won the Ansari X Prize,
a $10 million award to the first civilian company that could
launch the equivalent of three people into space twice within
14 days.15
Many people believe that the propulsion or rocket forces would
be the biggest technological issue to overcome, but much of
14
Olympic Champion: Sydneys Solar Sailor. Bill Moore. http://www.evworld.com/article.
cfm?storyid=107. Accessed 14 Mar. 2008.
15
SpaceShipOne captures X Prize. CNN. Michael Coren. http://www.cnn.com/2004/TECH/
space/10/04/spaceshipone.attempt.cnn/index.html. Accessed 12 Mar. 2008.

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that technology was borrowed from other sources. One of the

biggest obstacles for Rutans SpaceShipOne flight was reentry.
When an object is going 20,000 to 25,000 miles per hour in orbit,
it will literally slam into the atmosphere upon reentry. The
vehicle hits the atmosphere extremely hard and fast and slows
down very quickly over a short amount of time, which creates a
great deal of heat. Although there were proven reentry systems
that Rutans team could have utilized, the current systems were
too heavy for his aircraft.
To solve this problem, Burt asked himself, Rather than
slamming on the brakes, what would happen if I tapped them
instead? What if I reenter over a much longer period of time
and make reentry a slower process to give time for the heat to
bleed off? He figured that if he could accomplish that goal,
he could apply a much lighter thermal protection system that
would not weigh down the craft. However, no such reentry
process existed.
To solve his problem, Burt looked to the sports world. He
thought about basketball, baseball, and football, but he really
hit the gold mine when he considered a badminton birdie.
When you play badminton, you hit the birdie as hard as you can.
The birdie flies up to the top of the net and then falls at a slow,
controlled speed. The flight pattern of the birdie gave Rutan a
design parameter for SpaceShipOne. The birdie enabled Rutan
to not only come up with a lightweight reentry system, but
also to design the craft as such that it dramatically simplifies
the pilots role upon reentry. The craft could basically navigate
itself because of the aerodynamically stable design.
The SpaceShipOne technology is now licensed for use in a
fleet of commercial spacecraft. The technology will be utilized
by Virgin Galactic, a company that aims to be the first space

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tourism company to provide sub-orbital flights to the public.

The Ansari X Prize competition was designed to spur civilian
spaceflight innovation, but ten million is a measly prize when
you consider that NASA does not have the capabilities to
complete this feat and a NASA shuttle launch costs something
like a billion each!
Think about that for a moment. One of the biggest technological
accomplishments of our lifetime was solved by a fifty-cent
badminton birdie.
What can you create using existing technologies and ideas?
Do you think that your creativity might one day change the
world?

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Ideal Final Result

Success isnt a result of spontaneous combustion.
You must set yourself on fire.
Arnold H. Glasglow
What happens after you come up with an innovative new idea?
How do you execute your system or plan to achieve the best
results?
The Ideal Final Result (IFR) describes the solution to a problem,
without jargon, independent of the mechanism or constraints
of the original problem. The IFR is the ultimate idealistic
solution of a problem when the desired result is achieved by
itself. An IFR has all of the benefits, none of the harm, and
none of the costs of the original problem.
The ideal system meets six important criteria. The IFR:
1.
2.
3.
4.
5.
6.

Occupies no space
Has no weight
Requires no labor
Requires no maintenance
Delivers benefit without harm
Takes care of itself

Ideality is equal to the sum of the benefits divided by the sum

of the costs plus the sum of the harm. To increase ideality, the
benefits of the concept must be increased by the solution, while
the costs and harm are decreased. The goal of the IFR is an
infinite positive result.

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This concept can be explained by the following equation:

Ideality = Benefits / ( Costs + Harm)

Ideality is a path toward perfection; an effort to continuously
strive to maximize the benefits while minimizing everything
bad about your product or service. The Ideal Final result would
be reached if and when you have maximized the benefits and
eliminated all of the bad. Essentially the Ideality equation
would equal infinity.
The goal of reaching a true IFR (or Ideality = Infinity) may seem
unrealistic, but the rationale for creating this desired end result
is important. The IFR gets people to think out of the box for
ideas. An IFR removes perceived and real barriers by forcing
people to look at alternative solution concepts.
The IFR also focuses the creators attention on perfection as
opposed to limitations. By aiming for a flawless resolution from
the start, breakthrough thinking is encouraged, less than ideal
solutions are rejected, and discussions that will clearly establish
the boundaries of the project are sparked.
How tall are you? 58, 63, 52?
How often do you mow yourself? I mean you grew to your adult
height but then you stopped. How is that possible if you dont
mow yourself regularly?
Its in your DNA right? So what if you applied that same
principle to the grass in your lawn? What if you planted a
genetically altered grass that grew to the perfect height but then
stopped? What would happen?
Instead of owning a lawnmower with the associated costs, labor,
maintenance, fuel, air and noise pollution, storage, and loss of

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Saturday leisure time to mow the lawn, the grass takes care of
itself. You have reached the IFR; the lawnmower doesnt exist.
As youll recall from our discussion about ambiguity, the best
way to get a great idea is to give yourself a great number of
ideas to choose from. The first idea is rarely your best idea, and
in this case, rarely the Ideal Final Result. Searching for the IFR
forces you to reject your initial, flawed plans and strive for the
system that will provide the best solution.
The Ideal Final Result concept forces you to find ways to
maximize the good in a problem, concept, or idea, and minimize
the bad. There are several ways to look at this. One way I like
to apply IFR is to assume you have zero budget to accomplish a
task. This approach forces you to look at the available resources
you have on hand and brainstorm ways to make your idea
happen without spending any money.

Zero Budget
What the hell is burning in here? my wife demanded.
She didnt wait for my reply. She had smelled the block of wood
burning in my home office all the way from hers. She left the
room, returned with a fire extinguisher, placed it on the floor,
and went back to her office without another word.
A recent client of mine named David McInnis (also a Wizard
Academy grad) had just launched a startup company building
parts via Stereolithography (SLA) and Selective Laser Sintering
(SLS) two bleeding edge technologies designed to build parts
directly from 3D-CAD files by using lasers. This technology
enables users to create these renditions without using any
additional tools.
I submitted a proposal to the Air Force outlining a plan for

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Davids company to make parts for

the F35 Joint Strike Fighter (JSF) using
the SLS technology. The Air Force
specifications presented an obstacle;
they needed the parts to function
at elevated temperatures of
up to 270F. This specification
required that we use some new materials
that Roger Spielman, the Director of Operations, and I had
recently developed. We needed to test tensile specimens
made from this new material, commonly called dog bones, at
these elevated temperatures.
The problem was this: we were a startup company and we
didnt own or have access to any tensile testing machines or
a way to test the specimens at elevated temperatures. The
testing machines are very expensive, so purchasing one of these
machines was out of the question.
A company intern, Mike Sherwood, informed us that the local
university, BYU, had one of the tensile testing machines on
campus. We figured that his idea was worth a shot. After all,
we had nothing to lose. We picked up the phone and called one
of the professors at the college. We explained our situation and
asked if they would be interested in letting us use the machine
at a reasonable rate.
Dr. Brent Strong gave us the go-ahead to start using the machine,
and even said that the school wouldnt charge us a dime right
then. He added that down the road, if we needed to use the
machine a lot that we could pay a very small fee.
Problem solved or at least one of them. Now we had a machine,
but still no way to test the specimen at elevated temperatures. The
manufacturer of the testing machines does sell an environmental
chamber accessory that would have allowed us to measure the

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effectiveness of the specimen at high temperatures, but the

accessory cost thousands of dollars.
So, the next challenge was determining how to test the specimens
at 270F with no budget. What resources did we already have
available to accomplish this objective?
I thought about my oven at home. The appliance reaches
temperatures of up to 425F I know because I do all of the
cooking in our family. The oven is more than twenty years old
and we need a new one anyway, so I figured I could just cut the
oven in half, and clamshell the oven around the tensile specimen
while we tested them. That probably would have worked, but
tearing my oven out of the wall sounded like a hassle. I know
that your first idea is rarely your best idea, so I kept thinking,
What else might work? Is there another right answer?
Then I thought about my photography lights. I wondered,
How hot will these lights get? I know that they get pretty hot
when I use them to shoot my videos, but I was doubtful that
they could reach 270F.
Since I am always curious, I decided to try the lights out in spite
of my doubts. Id never measured the temperature of the lights
before, so I thought that maybe, just maybe, the lights would
work.
I jammed a metal rod into a block of wood Id found in my
garage and stood the wood up vertically in my office. I went
downstairs, got my photography lights, turned them on, and
shined them directly at the piece of wood from about three
inches away.
In order to track the temperature readings, I retrieved my laser
thermometer from the closet. I know what you are thinking: Haha, look at that engineering nerd and his laser thermometer,

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but in my defense, the LT does have some real, practical uses

like measuring the temperature of the air in my hot air balloon,
checking the peanut oil temperature when Im deep-frying a
turkey (which as you know by now is off my diet), and other
things like that.
I pointed the laser at the wood to measure the temperature and
watched the readings climb: 150F, 200F, 250F, 400F When
the wood reached 650, the smoke started. I quickly turned the
light off before I set my house on fire. I didnt want to have to
use the extinguisher my wife had placed on the floor.
Wow. A simple photography light can heat a block of wood
to temperatures over 600? I would have never guessed; and
I never would have known if I hadnt been curious enough to
test the lights out and Try It. Id found my solution. I simply
turned the lights on my specimen, adjusted the lights distance
from the sample until the temperature stabilized at 270F, and
voila: mission accomplished.
My plan worked like a charm, and best of all, it didnt cost us a
cent. What can you do with the IFR and zero budget?

Raiders of the Broken Cable

You havent taken me anywherein likeforever!
All right, Miss Two Weeks, well do something fun.
After nearly15 years of marriage, I have finally figured out one
thing about my wife; if it has been more than two weeks since
we did something fun together like visit a restaurant, take an
impromptu road trip, or go see a movie, it might as well have
been 20 years. Her fun memory self-destructs at precisely 14
days.

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What do you want to do? I asked.

Lets fly to Wendover.
Wendover is a scant little gambling town, on the way to
nowhere, that straddles the Utah/Nevada border. From our
home, Wendover is about a one-hour flight in my homebuilt
airplane. We both like to go to Wendover periodically to play
Blackjack our game of choice because money seems to burn
more like a blowtorch than a bonfire.
We were smooth sailing at 8,000 feet when suddenly the engine
bellowed a blood curdling scream:
Whreeeeeeeeeeeeeeeee!
The RPMs shot past the red line. I immediately pulled back
on the throttle to silence the screaming. Then without a
second thought, I performed a textbook-perfect, calm, cool,
and collected turn back to the airport with unruffled grace a
striking resemblance to the likes of Indiana Jones (this is how I
remember handling it; of course, Miss Two Weeks has her own
version of the story).
For the engine to over-rev like that meant I had lost the pitch in
the propeller somehow. I immediately had my suspicions. Even
though the design of the prop cable had worked fine for eight
years, I never really liked the design.
I nursed the airplane safely back to the airport, all the while
waffling back and forth on whether to declare an emergency
with the FAA. I was still maintaining altitude and I figured if
Indiana could get through this unscathed, so could I.
After landing safely, I investigated the cable and confirmed my
suspicions. Sure enough, the clevis design connecting the prop

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cable to the electric servo had broken. The problem was exactly
as I had figured.
I spent several weeks trying to improve the design, which was
part of the original airplane kit. I had come up with several
versions that were better and stronger, but each version still
had some drawbacks. I just wasnt satisfied. The part was still
made of plastic and I wasnt ready to soil another pair of tighty
whities just yet.
Then I decided to take another view point.
I thought, Lets start from scratch and throw away the old
design. Lets look at the IFR, the Ideal Final Result. What am
I really trying to do? How could I accomplish my task and
maximize all the good and minimize all the bad? How can I
minimize the time and cost? How could I approach the IFR
equation so it got closer to infinity?
Applying these IFR principles, I wondered how I could connect
the servo to the prop with the least cost, least risk, and maximum
simplicity. Then I tried to think about my surroundings and
other hobbies.
This lead to several solutions, each one better than the last.
Then I hit pay dirt.
I knew from my sailing days that sailboats have all kinds of
stainless steel cables that have a clevis as part of the cable
assembly, and they look a lot like this design. There is no plastic
in sail boat cables, either. I knew even the smallest of these
cables were capable of withstanding 20,000 pounds of force;
they safely hold sails in even the strongest of winds.
I measured the exact size of the servo and clevis connections,

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measured the length of the cable I needed, and jumped on

the Internet. I found a listing for sailboat cables, did a little
comparison shopping, and found the perfect cable for $30. I had
already spent 20 times that in personal labor trying to fix the
original flawed design.
I FedExd the part, installed it, and voila! I had a working
cable, and more importantly, I felt confident that my next flight
wouldnt require my best Indiana Jones emulation.
By searching for the IFR, you position yourself to find not only
the best solution, but also save valuable time and money. Aim
high, and youll exceed even your loftiest expectations.

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Brainstorming
If at first the idea is not absurd, then there is no hope for it.
Albert Einstein
Weve talked a lot about creativity and the basic tools we can
use to generate new ideas and innovation. Still, many people
get stuck when the time comes to be creative on demand.
Examine the illustration to the right.
Id like you to try to write three
funny captions for this bubble.
Go on, try it.
When I put this picture up
in the da Vinci course, half
of the class will start writing.
The other half will put their
pencils down on the paper and avoid making eye contact with
me because they dont want to be called on.
How did you do? Were you able to think up three comical
captions? If youre like most people, you probably drew a big
fat blank and thats not your fault.
As a society, we are not trained to come up with a creative idea
on the fly. This exercise is no different than when youre sitting
in a meeting and someone puts you on the spot to come up with
a new idea for a marketing or business plan, or any other time
when your boss throws you in a room and says, Heads are
going to roll if we dont get some creative ideas and out-of-box
thinking.

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Brainstorming Basics
How will you react the next time your boss throws you into
an impromptu brainstorming session? Hopefully, the Basics
that youve learned in this chapter will help you come up with
creative ideas that wow your colleagues and boss, but first you
have to establish the ground rules for the session so that your
brilliant plan will not be ignored.
I know what youre thinking: Rules in a brainstorming session?
Doesnt that defeat the purpose?
Most people do not set brainstorming rules before a session, but
Ive found that laying out the guidelines before you begin really
helps start and keep the creative juices flowing.
This list of rules is a result of trying many, many different rules
and ideas from hundreds of Web sites, authors, instructors,
friends, and colleges on the subject of brainstorming. I have
added a strong dose of my own experience to solidify this list.
These are the ones I have found to be the most useful so far, but
I am always trying new things as well. I encourage you to do
the same; experiment and see what works best for you.

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Brainstorming Rules
1. Generate as many ideas as possible. Go for
quantity, not quality.
2. Encourage wild and exaggerated ideas, no matter
how crazy, ridiculous, or far-fetched the idea
might be.
3. There will be no detailed discussions about an
idea, except to provide clarification.
4. Assign someone as the scribe. The scribe should
write down every idea no screening.
5. Keep a copy of the rules in plain view.
6. The brainstorming list must be visible to
everyone.
7. Snowballing on other ideas is encouraged.
8. Postpone and withhold judgment of any idea.
9. Leave your titles at the door!
10. The optimum number of people is between eight
and twelve, with one-third of the group being
outsiders.

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Rule Number One: Generate as Many Ideas as Possible.

Go for Quantity, not Quality.
Remember Chapter 5? The best way to get a great idea is to
get a lot of ideas to choose from. Aim to write down four or
five hundred ideas in your session. The list can always be
cut down and prioritized later.
Another reason I emphasize quantity over quality is because
quality doesnt matter at this stage of the game. Have you
ever been in a discussion where someone says something
thats crazy and someone else in the room stops and says,
That wont work, or We dont have the budget for that?
That type of judgment stops the momentum and drains
brainstormers of their creativity.
Rule Number Two: Encourage Wild and Exaggerated Ideas,
No Matter How Crazy, Ridiculous, or Far-fetched the Idea
Might Be.
Say, OK guys, the person who comes up with most
creative idea in the next hour wins. Letting everyone
know that craziness is OK for an hour, that craziness is, in
fact, encouraged, will open the door to new ideas. Youd
be surprised at the creativity that will flourish when you
encourage crazy ideas.
Rule Number Three: There will be No Detailed Discussions
about an Idea, Except to Provide Clarification.
When someone says something thats really creative, many
times the other people in the room will begin objecting
like crazy. Then the person who came up with the idea
will try and give a twenty-minute dissertation on why the
idea isnt completely nuts. Because the idea doesnt fit the
normal patterns of business conversation, the person feels

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responsible for defending the merit of their suggestion.

Do not allow this to happen. Each person is allowed 10 to
15 seconds to explain the concept if it is really bizarre and
unfamiliar to the rest of the group, but they are not allowed
to carry out a detailed conversation until the session is over.
Rule Number Four: Assign Someone as the Scribe. The Scribe
Should Write Down Every Idea No Screening.
I have to emphasize the second part of this rule because
screening happens all the time. Everyones shouting out
ideas and somebody will say something really crazy, and
the scribe wont record their idea because they believe its
too far-fetched. Make certain that the scribe understands
this rule.
Rule Number Five: Keep a Copy of the Rules in Plain View.
The rules should be readily visible to everyone in the room.
If anyone tries to overstep the boundaries and shoot down
a rule, point to the list and politely tell the naysayer to shut
up.
Rule Number Six: The Brainstorming List Must Be Visible to
Everyone.
Dont let the scribe hide their list away out of sight. Everyone
should be able to see the ideas that have already been
generated. The list might provide the inspiration necessary
for the next great idea, which brings me to my next point.
Rule Number Seven: Snowballing on Other Ideas is
Encouraged.
As you learned in the Universal Network chapter, there are
no original ideas. Many of the greatest innovations of today

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are the result of someone piggy-backing on another persons

ideas. Even if an idea is only 10% different than another
idea, say the new thought out loud and write it down. That
10% difference might be enough to make someone else think
about the idea differently and allow them to expand upon
the concept even further.
Rule Number Eight: Postpone and Withhold Judgment of
Any Idea.
Judgment is one of the biggest creative killers that exists.
Judgment is even worse when it comes from a higher-up.
Almost everyone has been in a situation where someone
throws out a crazy idea and the most senior person in the
room makes a face, raises an eyebrow, or makes a deprecating
comment. Suddenly, theres dead silence. I was once in a
meeting when the Chairman of the Board stormed into
the room and angrily demanded, What ******* SOB came
up with this ridiculous, stupid idea? How many people
would you guess raised their hand? What do you think that
did to the teams creativity?
Rule Number Nine: Leave Your Titles at the Door.
This is the hardest rule for bosses. Whenever you do a
brainstorming session, there is no vice president. There are
no directors, bosses, or owners. I teach a lot of sessions in
the military, and when I get to this rule I have to look at
the highest ranking officer and say, Are we clear? Do you
understand that you are not the boss for the next hour? I
want you to be fully, totally, consciously aware that you are
the person who is most likely to kill the creativity in this
room.
I almost have to embarrass the most senior person in this
room so that I can make it clear that theyre probably going

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to mess the session up. To bring home this rule further, I

sometimes set a camera up in the room from a distance
and really zoom in on the managers face without telling
them. The camera records their facial expressions and body
language in response to really creative ideas. I play the
video back for them over lunch on the big screen and point
out their expressions. I ask them, Dont you think your
attitude hinders the creative process?
Rule Number Ten: The Optimum Number of People is Between
8 And 12, with One-Third of the Group Being Outsiders.
This one is the biggy, and unfortunately, the least practiced in
business. The critical part of this rule is bringing in outsiders.
Get people from outside your department, your company,
or better yet, people from an entirely different industry to sit
in on your session. Companies rarely ask outsiders to join
them, but outsiders offer a unique View Point that insiders
cannot see. Consider this: every company in the world has
problems with cost, employee retention, and other common
business issues. Your problems are not unique; everyone has
very similar issues to deal with. An outsider might be able
to shed some light on your companys particular obstacle.
Most people think this rule wont work because outsiders
will not be interested in sitting in on a session, but the reality
is that everyone wants to exchange ideas. Well, the smart
ones anyways. Try implementing a brainstorm exchange
program with another company. Both companies will benefit
from the experience.
Setting rules for your brainstorming session will enable you
to come up with more creative ideas and solutions for your
business.

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Back to Basics
The Basics that weve discussed in Part I: Peel the Onion, Try It,
Sensible Design, Clear as Mud, View Point, Universal Network,
and Ideal Final Result, are the foundation for establishing a
creative mind-set. I believe that Lenny, Hank, Buck, and Walt all
used these basic principles as well as hundreds of other creative
geniuses. However, I am fairly certain all of them would have
had different names for the basics if they tried to describe how
they thought and behaved. Most of them probably never tried
to describe what they do in concrete concepts because they just
thought that way subconsciously. With these basics, we can all
do it consciously.
These basics cannot only be used in business, but in your
personal life as well. The next time youre buying a car, a home,
planning a vacation, or trying to figure out how to manage
your teenage daughter, try thinking about the issue from the
perspective of these basics.
Using these tools can make a world of difference in your ability
to think up creative ideas and solutions. Ive been through a
number of creative thinking courses. Ive had a great time
dancing and singing, putting paper cups on my head, and
swimming through swamps at these workshops, but when the
fun is over and I come back and sit down at my desk, I often
discover that I didnt learn anything that I can apply in a realworld setting.
I strive to give my readers and students deliberate methods and
deliberate tools to generate ideas quickly so that they can come
up with some crazy, wonderful, new ideas of their own.
In Part II we will examine the 40 Answers, which will give you
a set of even more tangible, tactical tools for generating new
creative ideas.

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But first, a little more play.

Paid to Play
Im going to fix the space shuttle myself.
That is the most arrogant statement youll ever hear me make,
especially when you consider that I am no longer on the space
shuttle program and I havent been for the last ten years.
The foam issue on the Columbia mission has always been on
my mind. Despite the doubts of the NASA officials I talked
about in the View Point chapter, I still believe that a sprayable
polymer shrink wrap would keep the foam intact and prevent
debris from causing another tragic disaster.
I wrote a one-page proposal outlining my idea and sent the
document to several senior NASA managers. One of them
said, Well, I was on both the Challenger and the Columbia
investigating committees. Im sure we thought about this, but I
dont remember the details or what happened to that plan.
Having worked on the program, I suspected that an idea like this
might have gotten lost in the lower levels of the review process
and been killed before it could be thoroughly evaluated.
Not one to give up easily, I sent my proposal to another top
NASA official. She suggested that I turn in a proposal for SBIR
Funding Small Business Innovation Research. SBIR funding
is designed to encourage collaboration between the public
and private sectors and stimulate technological innovation
opportunities for small business owners. So I submitted my
proposal and had a couple of months to wait before they
awarded contracts. During this time, I wanted to find a cheap
way to start testing my idea. I wanted to Try It and get ahead
of the game.

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In order to test the feasibility of my shrink wrap plan, I needed

samples of the foam used on the Columbia shuttle. I called
a friend of mine at Kennedy Space Center and asked for the
specification for the foam. He gave me the NASA spec number,
which wasnt very much help. I needed to know who actually
manufactured the foam, because NASA wasnt just going to
send some to me if I didnt have a contract. My friend went
back, did some more research, and then he called and said the
foam was manufactured by Pratt & Whitney.
I know that was unlikely, since Pratt & Whitney doesnt make
chemicals like that, at least that I know of. After several days
of research, I discovered that Dow Chemical made the foam.
I visited their Web site, started doing some research, and
discovered that the foam used on the space shuttle Columbia
is the same stuff sold in a can at Ace Hardware by the name
of Great Stuff. I called Dow and spoke to an engineer who
confirmed this. Great Stuff is a sealant for doors, windows, and
cracks, and can be bought for less than $10 a can.
Who would have guessed? I could now start testing several
shrink wrap materials with the foam before the contract even
started, just to get a jump on things.

Get Your Own Free Money

The next time you have an idea, a concept, or a business plan
that you think just might work, look and see what type of
funding you are eligible for. Any small business can do exactly
what I did with the SBIR program, and that small business can
be a company of one: you. In fact, the largest percentage, 40%,
of SBIR awards go to companies with less than 9 employees.
The United States Small Business Administration (SBA) Office
of Technology runs the SBIR and the Small Business Technology
Transfer (STTR) Programs. These programs are designed to
ensure that small, innovative businesses are able to contribute
to the federal governments research and development efforts.

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The goal of the program is to translate scientific discoveries into

products and services that touch peoples lives. Vaccinations,
nano-engineering techniques, laser technologies, night vision
goggle simulators, robotic surgery assistants, software for
spacecraft operation and control, and a new long-life battery
are all innovations that began in the SBIR/STTR programs.
Your chances of getting a grant are pretty good; one out of
seven get funded from every agency. Many federal agencies
with large budgets have to fund the SBIR program, so if you
have an innovative new plan for getting things done, check out
the SBA programs and see what type of funding you might be
eligible for.
Agencies that participate in the SBIR/STTR programs include:

Department of Commerce
Department of Defense
Department of Education
Department of Energy
Department of Homeland and Security
Department of Transportation
Environmental Protection Agency
National Aeronautics & Space Administration (NASA)
National Science Foundation
U.S. Small Business Administration
Department of Health and Human Services

Visit www.sbir.gov for more information on the SBIR/STTR

programs, or visit www.grants.gov to find and apply for other
federal government grants.
On the next page, youll find my initial one-page proposal that
got things rolling.

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EXTERNAL TANK SHRINK WRAP

Provide a shrink wrap type material for the Space Shuttle External Tank to
eliminate all foam debris
TARGET: To utilize the extensive experience of the packaging and polymer
industries to provide a material and process to shrink wrap the ET foam and
eliminate debris

Improve the safety of all future Space Shuttle missions

Minimum impact to current operations
Provides a fresh independent assessment and solution to the problem
Supports NASAs Small Business Strategic Initiatives

In 1982 the Cook County Medical Examiners office found several cases where
Tylenol had been intentionally contaminated with cyanide. This was the spark
that infused billions of dollars into the packaging industry and its technology.
Aspirin bottles, Music CDs, soft drinks, and millions of products now have
state of the art tamper-proof designs. These same materials and processes
have been used to wrap and protect almost every product imaginable.
The technology advancements in this field have increased many orders of
magnitude in the last 20 years.
This phase 1 study will investigate this industry to determine if a readily
available material and process exists that would allow the Space Shuttle
External Tank (ET) to be shrink wrapped in a strong, durable, and lightweight
protective cocoon to eliminate the possibility of any foam shedding during
launch, thus eliminating the potential of future orbiter damage. The Ideal
Final Result (IFR) would be to provide an off-the-shelf, lightweight, sprayable
polymer that would room temperature cure and shrink, yet would not
require any changes to the current foam insulation material specifications,
processes, or inspections. This material would be applied as a final step in
the ET manufacturing process just prior to shipment of the KSC. Visualize
an automobile painting process. This would have minimal impact to
the current STS operations and would greatly increase mission safety.
Mark L. Fox is the CEO of SAAF, LLC., is a Chemical Engineer, and MBA, and
will be the principal investigator of this study. Mr. Fox was part of the Space
Shuttle Program for over 15 years and was a Chief Program Manager as well
as a Chief Engineer at Thiokol and is intimately familiar with the program and
NASA policies and procedures. Mr. Fox is currently a successful entrepreneur
in several industries.
FINANCIAL: This phase one study is estimated at $70,000 for a 6-month time
period.
STATUS: SAAF, LLC. stands ready to conduct this study immediately. A more
detailed proposal and test plan will be submitted upon NASAs request.
ACTION: NASA to review this proposal and contact Mark L. Fox, SAAF, LLC.
regarding their level of interest via a phone call. Mark will travel to NASA to
meet and discuss this further at the agencys request.
Mark L. Fox, July 5th, 2006
CEO, SAAF, LLC.

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Part 2 The Tactics

10

The Lenses of TRIZ

Everything should be kept as simple as possible, but not simpler.
Albert Einstein
Genrikh Altshuller, or Hank, as I like to call him, was a Russian
engineer, scientist, journalist, and writer who once embarked
on a mission to establish a set of generic rules to explain the
conception of new, patentable ideas. After studying hundreds
of thousands of patents, Altshuller discovered that there are
only about 1,500 basic problems, each of which can be solved
by applying one or more of the 40 Universal Answers.
Altshuller called his theory TRIZ, the Russian acronym for
the Theory of Inventive Problem Solving. He referred to the
solutions as principles, rather than answers. His original
intention for TRIZ was to solve engineering and design issues;
however, the principles of TRIZ are now being successfully
applied to both social issues and business dilemmas. TRIZ is
a set of tools, or as I like to call them, lenses, for generating
innovative ideas and solutions.
I refer to the 40 Answers or Principles as lenses because most
people find it easier to examine the problem when they can
look through the magnifying lens of TRIZ to see the solution.
I encourage people to ask themselves, Which lens can I use to
solve this problem? or How would I solve this problem if I
were looking at it through this lens?
In contrast to brainstorming techniques that rely on random
idea generation, TRIZ is designed to create an algorithmic
approach to the invention of new systems and the refinement
of old systems.

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At the foundation of TRIZ is this underlying principle:

Somebody someplace has already solved this problem (or one very
similar to it). Creativity is now finding that solution and adapting it
to this particular problem.
TRIZ relies on three basic findings:
1. Problems and solutions are repeated across industries and
sciences. The classification of the contradictions in each
problem predicts the creative solutions to that problem.
2. Patterns of technical evolution are repeated across
industries and sciences.
3. Creative innovations use scientific effects outside the field
where they were developed.
A thorough understanding of TRIZ involves learning the
repeating patterns of problem solutions, the patterns of
technical evolution, and the methods of scientific effects, and
then applying the TRIZ patterns to a specific solution. The chart
below illustrates this process in simpler terms.

A fundamental element of TRIZ lies in the recognition that

contradictions should be eliminated. These contradictions are
broken into two categories:
1. Technical contradictions, or classical trade-offs are
an obstacle to the desired solution because something

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else in the system prevents the desired solution. In other

words, when one thing gets better, another element gets
worse. For example:
a. The product gets stronger (good), but the weight
increases (bad).
b. Service is customized to each customer (good),
but the service delivery system becomes more
complex (bad).
2. Physical or inherent contradictions are situations in
which one object or system has contradictory, or opposite
requirements. For example:
a. Software should be complex in order to include
many features, but should be simple enough for
the average user to learn.
b. Coffee should be served hot, but cold enough to
prevent burning the customer.
Altshuller said, Inventing is the removal of a technical
contradiction with the help of certain principles. He believed
that in order to develop a method for the process of inventing,
the individual must examine a great number of inventions,
identify the underlying contradictions, and formulate the
principle used by the inventor to remove the underlying
contradictions.
The problem with TRIZ is that the concepts are usually taught
by PhDs who get too caught up in the technical definitions.
The principles are complex, and most educators do nothing to
simplify them for the average person in need of real answers.
However, Ellen Domb is a friend and colleague of mine, and
even though she is a PhD (we will try not to hold that against
her), she is one of the few people who really understands the
depths of TRIZ and how to communicate them. For those
readers who want to dig really deep into the principles, I

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suggest visiting Ellens Web sites; www.triz-journal.com and

www.trizpqrgroup.com. She has certainly helped me.

Create your own Answers

When I teach TRIZ, I want the opposite of technical definitions. I
want liberal definitions, and I encourage people to use whatever
definition works best for them. I give my students license to use
very liberal definitions of the lenses, so they can maximize the
creativity of their answers.
TRIZ can be used in applications beyond problem solving. The
lenses of TRIZ demonstrate how to approach relationships and
societal problems, as well as how to be creative in your view of
the world and its underlying problems.
In the pages that follow, youll find the technical explanations
of each principle, my definitions of the 40 Answers, and real-life
applications of each lens. In some cases I have left the original
definitions from Altshuller to demonstrate how some of the
original, technically-focused principles are too hard to swallow,
but dont worry; I break them down with a broad range of
examples to make the concept much easier to understand.
Also at the end of each lens I have included some very brief
additional examples called TRIZ Bitz to help you imagine
just how many different ways the lenses can be applied.
Once you understand the definitions and see the broad range of
examples you can then focus these lenses on your issues. TRIZ
gives you a tangible and tactical set of tools for your creativity.

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11

Segmentation
Segmentation involves breaking an object into independent parts
or fragmenting things; basically, segmentation is a transition to
the micro-level.
Segmentation can be accomplished several ways, for example:
1. Dividing an object into independent parts.
a. e.g. Breaking down the writing process of a
novel into chapter milestones
2. Making an object easy to disassemble.
a. e.g. Sectional furniture that separates into parts
3. Increasing the degree of fragmentation or
segmentation.
a. e.g. Replacing solid shades with mini-blinds

Denim Fads, Firefighting, and Corporate

Subsidiaries
What do denim fads, firefighting techniques, and corporate
subsidiaries have in common? All are examples of segmentation
applications.

Stonewashed Jeans
Stonewashed jeans are an example of segmentation as a solution.
The stone-wash finish is achieved by filling an industrial-sized
clothes washer with large, segmented rocks and new denim
jeans.
During the wash cycle, the cloth fibers are pounded and beaten
by the rock fragments, resulting in a worn-out appearance. The

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process also increases the flexibility and softness of otherwise

stiff fabrics such as denim.

Fight Fire with Mist

Most people do not realize that fire is not the biggest cause of
destruction to a burning building in many cases. The water used
by firefighters to extinguish the flames actually causes the most
damage. When firefighters pump thousands of gallons of water
into a building, the water does more harm than the fire itself.
Mist is a more effective fire extinguisher, and causes much less
damage than water sprayed from a high-pressure fire hose.
Segmenting the stream of liquid into a mist of small water
particles increases the good and decreases the bad, bringing
firefighters closer to the Ideal Final Result. Many automatic fire
suppression systems operate on this principle.

Corporate Subsidiaries
A corporate subsidiary is essentially the segmentation of a big
conglomerate into smaller profit centers. A conglomerate is a
company that has partial or full ownership stakes in a number
of other companies, firms that may be in the same or different
industries. By dividing the conglomerate into smaller profit
centers, the business becomes easier to manage and control.

Animals and Autism

Temple Grandins book, Animals in Translation: Using the
Mysteries of Autism to Decode Animal Behavior, explores the idea
that autistic individuals can better relate to and understand
the way animals think and feel because of similarities in their
brain development. She argues that individuals with autism
cannot see the big picture. Rather, these individuals see things
as segments pieces and parts of an entire object. Grandin
believes that animals think in the same way. Grandin herself is
autistic, so she has a unique view point.

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Grandins theory is that the part of the brain that is

underdeveloped in an autistic person is naturally much
smaller in an animals brain. In fact, she believes that autistic
people think more like an animal than another human being
in terms of brain development. She describes the natural brain
segmentation that occurs in autistic people and explains how
this segmented thought process has worked to her advantage.
Grandins work has revolutionized the reform of quality of life
and humane killing of the cows, pigs, and chickens that humans
consume. Her checklists for the humane treatment of animals are
utilized by meat processing plants across the country. Fast-food
chains such as McDonalds, Kentucky Fried Chicken, Wendys,
and Burger King purchase their meat exclusively from plants
that have been certified by Grandin.
In relation to business innovation, her book raises several
important questions. How can you think like an autistic person
or an animal to solve the problem? By looking past the big picture
into the pieces and parts, can you find a better solution?
Ive utilized segmentation in my training courses to great
success. My video newsletters are an excellent example of a
segmentation application. Before I began creating the videos, I
struggled to find an effective means to transmit the information
to the masses. Big training videos were hard to sell because they
were too long and difficult to watch and absorb in one sitting.
My Sly as a Fox video newsletters are now 3 to 5 minute,
bite-sized segments. In the videos, I make my point, offer a
few relevant examples, and stop. Segmenting the course into
consumable tidbits was a great solution. My clients enjoy the
short video clips much more than 1-hour training DVDs.

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TRIZ Bitz

1. Your typical SWOT analysis in business: Strengths,

Weaknesses, Opportunities, Threats
2. Different product or service offering for each target
market
3. Let members of a broken family go their own ways

How can you look through the lens of segmentation to solve an

issue in your business or personal life?

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The Glass Ceiling

Every business that tries to rise to its full height will bump its head on
a glass ceiling they didnt realize was there.
That glass ceiling is created by the business owners core beliefs
about the customer.
Traditionally, 5 out of 10 customers will be in transactional shopping
mode. The other 5 will be in relational shopping mode.
Shoppers in transactional mode are looking for information, facts,
details, prices. Their thoughts revolve around the product itself, not
the purchase experience.
Relational-mode shoppers are looking for a pleasant experience.
They want to find the right place, the right person from whom to buy,
an expert they can trust. Meanwhile, the transactional shopper is
gathering the information that will allow them to be their own expert.
A customer can be a relational shopper in one category and a
transactional shopper in another. The labels dont define the customer.
They describe only the mode of shopping, the momentary mind-set of
the decision maker, the type of ad to which he or she will respond.
Heres whats currently happening in America:
One of the 5 relational shoppers has begun to think transactionally.
The reasons are:
(1.) concerns about the economy,
(2.) access to information via search engines.
Americans spent $29.7 billion online at Christmas (Nov. 1 to Dec 31,)
approximately $100 for every man, woman and child in the nation, up
19% from the previous year. In other words, there was $100 fewer
dollars per person spent in brick-and-mortar stores in your town than
was being spent just a few years ago at Christmastime.
And for the first time in the history of Starbucks, traffic is in decline.
Starbucks has always sold relationally. We pay for the atmosphere
of the caf with its half-lit earthtones and iconic logo - the idea of
affordable luxury - as much as we pay for the coffee. But some of us
have begun to compare the quality and price of the coffee itself to the
quality and price available from other providers.
Beginning to get the picture?

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Starbucks has found the glass ceiling. In other words, theyre

selling as much coffee as can be sold relationally.
Im sure you have your own idea about how Starbucks should respond
to their decline in traffic, but the point of todays memo is this: A glass
ceiling exists when you overestimate the number of people who prefer
to buy the way you prefer to sell.
People never really change their mind. They merely make new
decisions based on new information. Will Starbucks give us new
information, a new perspective in 2008, or will they just whine at their
marketing department for the inexplicable decline in traffic?
More importantly, what new information will you deliver in 2008? (You
realize this memo isnt really about Starbucks, right? I dont care about
Starbucks. I care about you.)
The Tiny Giant is that 1 relational shopper in 5 who is moving to a
transactional perspective. This effectively shifts the marketing balance
from 5/5 to 6/4. This doesnt sound like a big thing until you realize that
6 is 50% more than 4.
Do you have the clear answers that 6 in 10 shoppers demand? Are
you willing to provide the growing tribe of transactional shoppers with
the information, facts, details and prices they expect?
Or will you simply demand that your marketing team deliver more
customers in relational shopping mode? (Please, Im begging you for
your own sake, dont fall into the trap of believing the answer is to
target relational shoppers through some magical mailing list, e-mail
list, or sponsorship package.)
Think about it, wont you?
Your financial future hangs in the balance.

Roy H. Williams

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12

Taking Out
The second lens of TRIZ, Taking Out, involves separating an
interfering part or property from an object, or singling out the
only necessary part or property of an object. In other words, you
remove the problematic aspect of the system or object, leaving
only the necessary phases or pieces of the product.
When you examine your issue, product, system, or problem
through the Taking Out lens, you should ask yourself, Is there
something I can take out of this product to increase the good and
minimize the bad? Is there a way that I can remove all extraneous
parts or phases and keep only necessary components?

Fiber Optics, Franchises, and Free CDs

Examples of the successful application of Taking Out are
abundant. For instance, have you ever sat in an office that
overlooks the buildings generator? If so, youll know that the
generator is a noisy disturbance that interferes with your daily
routine. When you examine the generator problem through the
Taking Out lens, you ask yourself, What can I take out or take
away to solve the problem?
Take out the interfering pieces and leave only necessary
components. You dont want the generator; you just want the
power. Why not move the generator 100 yards away from the
building and run the electrical cable underground?

Follow the Light

Fiber optics is another example of the Taking Out principle. An
optical fiber is a glass or plastic fiber that guides light along the
length of the cable or cord. Fiber optic technology has taken out

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all of the machinery and mechanisms that generate the light,

leaving only the light itself. The light, the necessary component,
is kept in the core of the fiber and the machinery, the interference,
is removed.
The removal of external mechanisms allows fiber optic
technology to be utilized in a variety of applications like
endoscopic surgical procedures, Christmas tree lights, and to
illuminate department store showcases using only one light
source. If the machinery were left intact and not removed from
the fiber optic cables, the technology would not be as versatile
and many of the current applications would no longer work.

Franchise Me
Franchises are another example of this lens. In a franchise the
marketing, startup costs, and training requirements are removed
from the business plan. Many of the traditional aspects of
owning a business are taken out, because the franchise owner
has created a complete mini-business.
The result is a simplified business model for franchisees, one
that incorporates only necessary parts.

Cash Wrap
Ive used the Taking Out lens to simplify the purchase process
of my CDs during my creative courses and workshops. Many
speakers, presenters, and performers sell their work at a table in
the back of the room. Ask any of these people what the biggest
obstacle to making the sale is and Ill bet theyll point to the
cash wrap process. In other words, the collection of money in a
product transaction is a pain.
Have you ever stood in a long line at the end of a show or
workshop, waiting patiently for your turn to pay? After a
long session, all you really want to do is go home and relax, so
waiting 10 or 15 minutes to swipe your credit card is not fun.

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Many people dont want to deal with the hassle and stand in
line so they just leave empty-handed instead. I noticed this issue
at many events and wondered how I could solve the problem.
I asked myself, What can I take out of this process to simplify
things? I finally concluded that the best solution was to remove
the cash wrap process entirely. During my lectures, I tell the
audience that if they want to buy a CD they can just pick one up
on their way out of the room and leave. On the back of the CD, I
list a Web address they can visit to pay for their purchase.
Although my plan was shocking to many people, Ive actually
found that taking out the payment transaction was quite
effective. I looked at the cost ratio of the CDs and determined
what percentage of people actually have to pay for the product
to break even. Ninety-five percent of the people who take a CD
visit the site and pay me. They take the CD home, hand it to
their secretary, and say, Pay this guy.
No hassle, no lines, same profit. Problem solved.

Frameline Magnetism
Frameline magnetism is a tool that has been used by artists
and photographers for centuries to help pull their audience
into the picture. Frameline magnetism engages your mind in
the composition. This is achieved by not including, or taking
out, the details. Roy Williams uses famed photographer Robert
Franks work to illustrate this concept.
If you look at Franks photographs, he captures the moment
but he leaves out the details. The result is that you are drawn
into the picture because you cant tell whats actually going
on or what is taking place at the event. The phrase, tip of the
iceberg, describes this concept very nicely because like an
iceberg, the details of the photo are under water. You only see a
portion of whats really going on.

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Lets take this concept and apply it to marketing and advertising.

R&R Partners is the marketing agency responsible for creating
the incredibly successful Las Vegas advertising campaign, What
happens here, stays here. The playful television campaign the
firm developed depicts ambiguous vignettes that suggest some
sort of illicit activity, but leaves it to the viewer to decide what
really happened.
Lets look at another example of this concept, one that practically
everyone in America is familiar with. The Got Milk? campaign,
created by Goodby, Silverstein & Partners in association with
the California Milk Processor Board, was another hugely
successful advertising campaign. The firm created the powerful
advertising images without going into excruciating detail or
specifications about milk or making a list of a hundred points
of why milk is good for you. They just said, Got Milk?and
allowed people to rely on their own interpretation of why milk
is good for you. Consumers fill in the benefits of milk on their
own; they dont need the benefits explained in explicit detail.
In both frameline magnetism and the Taking Out lens, youre
frugal on the details. Unnecessary information or details are
taken out leaving only the necessary components.

TRIZ Bitz

1. Take the mystery out of copyright law (big opportunity

for some lawyer out there)
2. Green-Home Consultants to help you take out
energy waste in your home
3. Taking out carbon dioxide emissions from coal burning
plants by pumping the flue gas through carbon
dioxide-eating algae

What can you take out of your product, process, or service to

simplify the system?

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Ready. Angle. Frame.

Advertising begins only after you win the attention of your target, a
difficult thing to do in this overcommunicated world.
May I suggest you do it like the Great Ones?
When youre ready to tell your story, choose an angle of approach.
Then frame the scene. Decide what to include, what to leave out:
Specifically, leave out:
1. anything the listener already knows or can easily figure out for
themselves.
2. the name of the business anywhere it would not appear in
normal conversation.
3. unsubstantiated claims.
4. clichs.
5. complicated ideas.
6. comparisons.
7. self-congratulatory pronouncements, such as Were the number
one
8. statements that reflect your awareness of a competitor.
9. any promise you might fall short of delivering.
10. adjectives that are not essential to the clarity of the message.
The strongest ads use simple nouns and verbs with a minimum of
modifiers.
Choosing an angle is a bit trickier. You must find a perspective to
introduce a new reality. Dont just add incremental knowledge to
whats already known. Introduce a thought that will stand taller than
any other figure on the horizon of the mind. Its like setting the stage
for a Broadway production, and it can always be done in a single
sentence.
Heres a glimpse of how its done by the Great Ones:
It came down to this: if I had not been arrested by the Turkish police,
I would have been arrested by the Greek police.
Eric Ambler, the opening line of The Light of Day
My first act on entering this world was to kill my mother.
William Boyd, the opening line of The New Confession
There was a boy called Eustace Clarence Scrubb, and he almost
deserved it.
C. S. Lewis, opening line from The Voyage of the Dawn Treader

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He was one hundred and seventy days dying and not yet dead.
Alfred Bester, the opening line of The Stars My Destination
You are standing in the snow, five and one-half miles above sea level,
gazing at a horizon hundreds of miles away.
Roy H. Williams, the opening line of a radio ad written for Rolex
Did you notice how I slipped myself into that list of the Great Ones? I
wouldnt usually have done it but this is Monday and on Mondays Im
ebullient. Its only on Tuesdays that Im modest.
Most people like me better on Tuesdays.
Here are some typical opening lines from average ads. Compare them
to the lines that come from unusual angles and better frame the new
perspective:
Typical: McMorris Ford is having a Clearance Event!
Unusual: We want to get rid of this new truck even more than you
want to own it.
Typical: Harvey Chevrolet is Going Out of Business!
Unusual: Here at Harvey Chevrolet were tired of being average, so
heres what weve decided to do.
Typical: Save up to 70 percent at Neederman Optical!
Unusual: New eyeglasses cost like stink. You know it. We know it, too.
Typical: Leroys Lawn Service has served the people of this city
since 1972.
Unusual: Life is too short and wonderful to spend it cutting your own
grass.
Typical: Juanitas Mexican Caf at the corner of Fifth and Madison
serves authentic Mexican Food from 8AM till 8PM daily.
Unusual: So you think youve had Mexican food, heh, Gringo?
Choose an unusual angle of view and leave out the obvious. These
are the keys to opening the minds eye. Do it when writing ads. Do it
when making presentations. As with every other archetypal truth, the
principles will remain unchanged. Details of their application will be
the only difference.
Ready. Angle. Frame. Harness these ideas and your thoughts will
gain speed and momentum.
Pow.

Roy H. Williams
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13

Local Quality
Newsworthy does not necessarily go to the worthy,
proclaimed Dean Rotbart.
We had just started Day One of the incredibly intriguing
Academy course, Newsroom Confidential, taught by Dean, a
Pulitzer Prize-nominated journalist for the Wall Street Journal,
and I was already awestruck by how inaccurate conventional
wisdom is in regards to the world of Public Relations.
Rotbarts session was truly an eye-opening experience.
Throughout the two-day course, Deans ideas continued to
scream Local Quality, although Im pretty sure he had never
heard of TRIZ. Like most of the great minds, Dean was applying
these principles unconsciously.
Below is just one of his insights into the PR world:

Know Me or No Me
By Dean Rotbart
I borrowed the headline for this column, Know Me or No Me, from
the March 2002 edition of Continental Airlines in-flight magazine.
The catchy title caught my attention on a recent
speaking trip to New York, where the subject
of my remarks, as it often is, was how
companies and executives can get
more positive news stories written
and broadcast about them.
Based on all the money and staff resources

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that large publicly held companies devote to media relations, youd

think theyd be awash in positive press. Most arent.
Indeed, getting good press is seldom directly correlated to the size
of the wallet you are willing to empty on public relations firms,
PR newswires, fancy schmancy press kits or even high-paid media
consultants such as me. When it comes right down to it, Know Me or
No Me, is really the complete answer to successful media relations.
Companies and PR agencies seldom take the time to really get to
know the news organizations and journalists who they are pitching.
Communications executives are so busy doing PR the wrong way,
they cant make the time to do it right.
But media relations is a misnomer.
Good press, in reality, is built on one-to-one relationships. What the
rest of the media think doesnt count.
When you have a story youd like to place with a national news
organization, you only have to make two correct decisions to succeed.
1) Which news organization is most likely to WANT this story? (Not
which news organizations do I most want to cover my story?)
2) Which reporter at the correct news organization is most likely to
WANT this story? (Not which reporter would I most like to have
cover this story?)
That is it! Everything you need to know to succeed at media relations.
Know Me or No Me. The rest, as they say, is commentary.
As I mentioned previously, Deans wisdom relates directly to
Local Quality.
Local Quality involves changing an object, system, or service so

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that the product has different features in different environments.

As Dean explained, the best press releases are tailored to the
publication and the journalist. The writer understands their
audiences likes and dislikes, and in the case of the press release,
the initial audience is the reporter or editor. Although the press
release is written with the ultimate goal of distribution to the
masses, the release must first make its way past the gatekeeper.
To accomplish this, the Local Quality of the release must appeal
to the gatekeeper.
The lens of Local Quality is usually applied in one of three
ways:
1. Change an objects structure from uniform to nonuniform, or change an external environment or influence
from uniform to non-uniform.
a. e.g. Using a temperature gradient rather than a
constant temperature
2. Make each part of an object function in conditions most
suitable for its operation.
a. e.g. Creating a lunch container with special
compartments for hot and cold or solid and
liquid foods.
3. Make each part of an object fulfill a different and useful
function.
a. e.g. a Swiss Army Knife

Catering to the Audience

Local Quality plays a role in every industry, not just public
relations. Almost every object, process, and system can
be modified so that it has different functions in different
environments or appeals to a specific, unique audience.

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Look at a standard #2 or mechanical pencil. When people are

writing or sketching on a piece of paper, they usually need two
tools: a writing utensil and an erasing device. With that in mind,
most pencils have two components, each intended to fulfill the
users specific needs. The tools used to complete each function
are centrally located, with the lead at the bottom and the eraser
at the top.
Adjustable wrenches are another application of Local Quality.
The tool can be modified to fit whatever bolt size you are
currently working with. Rather than forcing consumers to
purchase many different-sized wrenches for different-sized
bolts, someone came up with the idea to enhance the Local
Quality of the tool to make it suitable for multiple uses.
Precision fertilizing also applies this principle. Farmers analyze
their soil and put down a different fertilizer recipe based on
that specific area of soils needs. Each area of the farmers
land receives the exact combination of nutrients and fertilizer
necessary to produce the greatest crop output.

Surfing the World Wide Web

I use the lens of Local Quality in my Web site design and
content. I have several versions of the site, each one customized
for visitors of a specific foreign country. The local quality of
the site has to be modified to make sure that the content and
appearance of the site will appeal to the cultural needs and
preferences of users. That way, the site will be just as attractive
and informational to a visitor from Chile as it is to a visitor from
Brazil.
I spend a lot of time (probably too much time) tweaking the site
and changing the colors, content, and design to make the pages
local quality effective regardless of the culture and language of
the user.

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Local quality allows you to tailor and customize your product,

process, system, or service to meet the specific needs of your
customer. The product has different features in different
environments, so that you are able to provide the functions or
features your clientele need most.

TRIZ Bitz

1. Add a joke to your presentation that specifically

resonates with that particular audience
2. Offer basketball tickets for a local teams game as an
employee reward
3. Use of Google Maps to find a local hot tub supplier

How can you use Local Quality to improve your product and
anticipate your customers needs?

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Do You Lean Toward

Niche Marketing?

Think too deeply about customer profiling and youll soon fall into
niche marketing.
And the problem with niches is theyre not created equal.
Have you chosen a niche too small?
Reis and Trout inadvertently popularized niches in their extraordinary
1981 book, Positioning: the Battle for Your Mind. That book taught us
to consider the strengths of our competitors and the positions they
occupy in the customers mind before embarking on our own journeys
of self-identification. But many who read Positioning saw it only as a
treatise on niche marketing. They were wrong.
Chris Anderson openly celebrated niches in last years book, The Long
Tail, which was likewise misunderstood. Tragically, the seductive logic
of niche marketing makes perfect sense even when it does not apply.
Heres a classic example:
A dentist in a small town came to me for consultation. He no longer
wanted to see 6 or 7 patients a day who required only a thousand
dollars worth of dentistry apiece. He had chosen a niche and wanted
me to create a marketing strategy whereby he would see only 1 or 2
patients a day who required 10 thousand to 30 thousand dollars worth
of dentistry each. And make sure that all of them have the money.
Lots of people need that much dental work, but most of them dont
have the money.
I fear he left disappointed. There just arent enough rich people with
bad teeth in the average small town. My friend had chosen a niche
too small.
Some of my clients serve larger populations that allow us to successfully
target a niche. But when onlookers see this success and assume the
same strategy will work in their own small towns, the niche-devil shows
his horns.
Considering a niche? Do the math.
Be detached and objective. This isnt a time for wishful thinking.
If your marketplace isnt big enough for niche marketing, you can still
embrace (1.) positioning, and (2.) persona-based ad writing, a
technique that speaks to personality type and appeals to a significant
percentage of readers even when those readers are randomly chosen.

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Persona-based writing is built upon a customers preferred style of

buying.
Niche marketing is built upon your own preferred style of selling.
Positioning is built around the strengths of your competitors.
Each of these is a decision-making technique, a perspective we bring
to the creative process.
Persona-based writing is about your customers personality, not their
demographic profile. To what personality types are your ads currently
written?
Positioning is about the realities of the marketplace. Your competitors
occupy positions in the mind of your customer. Do you recognize these
positions, or are you navigating with your eyes closed?
Niche marketing is about specialization, focused inventories, narrow
training, becoming the king of an available kingdom. But before you
plop your heinie on the throne, be sure the kingdom youve selected
has enough subjects to provide you the living you desire.
Advertising cannot create population.
Please dont let anyone tell you that it can.

Roy H. Williams

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14

Asymmetry
The lens of Asymmetry is usually applied in one of two ways:
1. Change the shape of an object from symmetrical to
asymmetrical.
a. e.g. Installing a flat spot on a cylindrical shaft to
attach a knob securely
2. If an object is asymmetrical, increase the degree of
asymmetry.
a. e.g. Change circular O-rings to oval cross
section to specialized shapes to improve sealing
This principle can be used to make your product, process,
system, or service more attractive to customers, more unique,
or to improve functionality in design.

Differentiation and Functionality

There was once a wedding cake designer in one of my courses
who examined her product through the lens of asymmetry. She
began to question why all wedding cakes were symmetrical,
and decided to change the shape of her cakes. Her asymmetrical
wedding cakes were certainly unique, but they also served
a larger purpose: to differentiate her business from the
competition.
Now consider musical instruments. While many instruments
are symmetrical in design, those instruments that vary in
shape are more distinguishable and noticeable from their
standard counterparts. Remember KISS guitars? The shape of
their instruments was half the show. Something as simple as
changing the shape of their guitars made the band a much more
memorable act.

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Shape can also be modified to improve the usability or

functionality of an object. Hinge pins have been used on ships
for hundreds of years. The pin needs to be tight when inserted,
but should also be easily removed. Unfortunately, the pin
design accomplished the tight fit, but removal was a chore. It
took a very long time for someone to realize that putting a taper
on the pin would solve the problem. By changing the shape of
the pin, the functionality was improved.
Asymmetry does not apply exclusively to objects. For instance,
a businesss budget can be asymmetrical. Different departments
get different financial plans and monetary awards. Rather
than distributing a uniform budget plan, corporations can
distribute the funds unevenly or asymmetrically to best suit
each departments needs.

An Incorrect Example
When you stock the Baja 7-packs of beer, lay them on the side
with the tops of the bottles facing toward the customer. Right
now you have them standing vertically and the customers cant
really see the difference between the Baja brand and a normal
6-pack. I want to try this for one month and see how big a
difference it makes in sales. I really think that turning the cases
on their side will make the brand stand out more.
OK, I can see how that would probably make a difference. I
never really looked at it that way, said the Albertsons grocery
store manager. By the way, how long are you in town? I didnt
see an e-mail or anything
saying that corporate
marketing was even
going to be here this
week.
Ohwell I am not from
corporate marketing.

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Sorry, I just assumedwhich department are you from?

I dont work for you guys, I am just a customer.
Laughter and surprise rolled into one.
I told him that I teach creativity and innovation for businesses
and that I am always curious about things and how to make
them better. I said Come on, just try my idea and see if the new
display impacts sales. I am certain it will.
I have showed this example to a few other PhDs that teach TRIZ
and they all tell me that this example is a horrible example of
Asymmetry because the 7-pack is still symmetric; the case is
in the shape of a hexagon. Well, of course they are technically
right, but who cares?
As you learned from my brief stint as a corporate marketing
adviser, the lenses do not have to be applied literally to be
successful. To me, asymmetrical just means do something
different with the shape. Thats my definition. You have the
license to use the most liberal definition of these 40 lenses as
you like. I believe that the more creative the definition, the more
creative the solutions youll come up with.
By the way, sales of Baja increased by 50% that month.

TRIZ Bitz

1. An asymmetric trumpet mouthpiece that enhances

musical range
2. Adding a single passenger side car to a motorcycle
3. Warfare in which the combatants have markedly
different military capabilities and the weaker side uses
non-standard tactics such as terrorism

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Modifying the shape or symmetry of your product can

differentiate your product from the competition and improve
functionality. If you look at your business or problem through
the lens of asymmetry, what do you see? Can you change the
shape to make things work better?

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15

Merging
Everybody called him Pepto, because every
day at work hed have a pint of vodka in his
back left pocket and a bottle of Pepto Bismol
in the right. Throughout the day hed retrieve
the bottles from his pockets, take a swill of
vodka, and then chase the liquor with a shot
of Pepto.
Are you serious? He was drinking while he
was working?
Oh yeah. This was back in high school and we were just a
bunch of rednecks working on the factory floor.
I had asked my friend Dave to tell me the story about the time
when he used to auction off his paycheck on payday.
Well, every year at church we would auction off a car. One of
the guys in the church owned a local Ford dealership and he
would donate a car to the church auction. Every year people
always thought they would be the lucky one to drive the car
home.
I ran the auction for the church, so I was very familiar with the
auction process, where to get the ticket rolls, and stuff like that.
Im also from Louisville, a huge betting community where we
were always betting on the horses (Dave always pronounces
it as haarses). One of the guys in accounting was even a
bookie.
On the factory floor I drove a forklift. There was a ton of stuff to

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move around the floor, so I was constantly moving from station

to station delivering parts. Well you know my personality and
how chatty I am; I knew everyone in the building so I would
always stop and talk to the other workers as I was making my
rounds. I was in a position to talk with people all day long.
Then one day, without a lot of thought, I just decided to auction
off my paycheck. I mean I knew a lot about auctions, I was used
to betting, and I had access to everybody in the company on a
daily basis. It was a no-brainer.
So I drove around on the forklift every Tuesday morning
yelling, Hey everybody, I am raffling off my paycheck, come
get your tickets!
How much was your paycheck in those days?
About $125 a week.
How much did you sell the raffle tickets for and how much
did you take in?
The tickets were a buck each and minimum ... I mean
minimum, I would take in $250, although I usually made more
like $350-$400.all tax free! On payday, I would take the lucky
winner to lunch at the GE Bar and Grill. The place was a total
hole in the wall. Anyway, everybody went there to cash their
checks on payday. Id buy the winners lunch, cash my check,
and then count the winnings out loud to the lucky winner in
front of the entire lunch crowd twenty, forty, sixty, and so on.
Thats hilarious!
Heres the kicker. The previous weeks winner was the first
person Id hit up for the new raffle. The winner would always
buy a minimum of $5 worth of tickets, lots of time $10. Then

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I would hit up all the other previous winners, and finally Id

make my rounds to the rest of the folks.
So basically, you looked around at all of your available resources
and merged them together. I mean you had auction experience,
knew about betting, and talked to people all day long. You took
your available resources and merged them together to come up
with something new.
Yeah Mark, I would say that is spot on.
You know Dave, you probably didnt realize this then, but
you were using some of the TRIZ basics and the Merging lens.
Remember in my workshop when I explained that you should
look at all the available resources you already have around you?
Well now that you mention it, yeah I do.
Like we have discussed throughout this book, a lot of the great
thinkers probably have never heard of TRIZ (for most the
concept didnt exist yet) or ever realize they were applying the
principles. Because we are not all capable of understanding
these principles unconsciously, the intention of this book is to
give you a set of tools to help you consciously apply creativity
and innovation principles the way the great ones have been
doing it unconsciously throughout history.
By the way, Dave went on to be a senior executive at GE, among
other great things.
The technical definition of the Merging principle involves either:
1. Bringing or merging identical or similar objects closer
together, or assembling identical or similar parts to
perform parallel operations.
a. e.g. Personal computers in a network

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2. Making operations contiguously parallel; bring them

together in time.
a. e.g. A mulching lawnmower.
Circuit boards are an excellent example of the Merging lens.
In a circuit board, youre merging multiple functions into one
location rather than leaving each control in its own place.
The Internet is also ripe with examples of merging. Mashups
are the merging of two existing applications to make something
new. For instance, somebody took one application, a directory
of sex offenders, and overlaid the directory with Google Maps.
Users can punch in their zip code and see a visual map of all the
sex offenders in a particular location.
Fast-food chains have also taken advantage of the benefits of
merging. KFC, Taco Bell, and Pizza Hut can often be found
partnered in pairs under one roof. The advantage of the merger
is that each restaurant can use the same staff, soda fountain,
cooking equipment, and location. Two different brands use the
same resources and cater to customers from one location.
As you can see, merging brings things closer together to improve
the product or system. The applications of merging go beyond
tangible objects, though.

Cashing in on the View

Lets talk for a moment about the Sydney Bay Bridge. Clearly, this
landmark is beautiful, but I want to talk about one entrepreneur
who wanted to sell the experience of climbing the bridge. People
dont actually climb the bridge; they walk up the rainbow-type
arches to the very top of the bridge. The person who came up
with this idea is a man named Paul Cay.

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This story is not only about marketing, merging, and packaging

your product; it is also a lesson in using persistence to get what
you want. Perhaps the most important thing to take away from
this story is this:
If you have a truly unique and
creative idea and people dont hate it,
they werent listening.
Folks who have been to my workshops or lectures have
undoubtedly heard me say this. Im told that Paul presented his
idea for a bridge climb business to Sydneys city governments and
various other bureaucracies. The board came back with a list of
60 reasons why he couldnt do this business. Most people would
give up if somebody threw 60 roadblocks in front of their idea,
but Paul was persistent. He needed a couple of years to make
his comeback, but he eventually returned to the naysayers and
said, Is it still the same 60 reasons why I cant do this business?
Because I have a solution for all 60 of them now.
He presented his rebuttals to them and after a review process
they decided there was no good reason he couldnt start
his business. So in October 1998, the business was officially
launched: bridgeclimb.com.
There was an initial $2 million investment in the bridge for
safety cables, harnesses, communication equipment, and that
kind of thing. Two million may sound like a lot, but Ill let you
calculate the return on investment.
People pay $160 each to do the climb. In eight years, more than
2 million people have climbed to the top. You do the math.
The original idea seemed so unbelievably simple, yet Pauls idea
has won more than 33 awards to date. The business actually
won its first award for the Best New Tourist Attraction before
the climb program even opened.

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The bridge already existed, and with a modest investment

they turned the bridge into one of Australias biggest tourist
attractions. Ive thought about this company a lot. What is their
product? What are they really selling?
Theyre selling a view. And this view is not in the form of
oceanfront property that can only be sold to one person. This
is a view that you sell to new customers again and again every
day. Its a cash cow.

TRIZ Bitz

1. Splice a lemon and lime tree together to make a

limon hybrid fruit tree
2. One rich family introduces their daughter to another
rich familys son
3. Use of traffic lights on merge lanes for major highways
to improve flow

Think about your own existing products and services. Is there a

way to package them differently to have a greater effect? Maybe
theres a popular or famous landmark that you can partner with
to get more exposure. Who can you merge with to create your
own cash cow?

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16

Multifunctionality
Multifunctionality makes a part or object perform multiple
functions, thus eliminating the need for other parts. For instance,
imagine a toothbrush with a handle that contains toothpaste or
a childs car seat that converts into a stroller.
When you look through the lens of multifunctionality you
should ask yourself, What can I bundle with my current
products or services to increase their value?

One-Stop Shopping and Multi-Purpose Shoes

Multifunctionality is everywhere. If you visit a Wal-Mart or
Costco store, youll find a gazillion different products and
services. You can do your grocery shopping while your car
gets serviced, take your kids in for an eye exam, get a haircut,
develop pictures, and fill your prescription. These stores bundle
products and services into a one-stop shop and service center.
Beer packaging has also become more multifunctional. Many
beer boxes now also serve as coolers. You go to the store, pick up
a 12-pack, fill the box with ice, and voila! You have a collapsible
cooler to keep your beer cold.
Another great example is the combination printer, copier, fax,
and scanner machines. Rather than purchasing four different
pieces of equipment, businesses and individuals can purchase
one machine that is capable of performing all four functions.
In Florida, flip-flops have a rather unique secondary function.
Every 20-year-old kid in the state has a pair of flip flops that
double as a built in bottle opener. The manufacturers molded
a little piece of aluminum tab and molded the tab into the

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bottom of the shoes. This company has dominated the flip-flop

market by adding one simple function to their product. This
tab probably added about 1/100th of a cent to the cost of the
product.
Even people can be multifunctional. I own a company of one
me. I am the marketing guy, the creative guru, the administrative
assistant, CEO, customer service specialist, and financial planner
for my firm. I am a multifunctional machine.

TRIZ Bitz

1. Stanley Multifunctional pen that combines a black

ballpoint pen, a non-drying orange highlighter, a lead
pencil, a stylus for PDAs, and a ruler with inches and
centimeters on the side
2. A scarf that can be worn in a number of different
configurations to provide a high level of comfort,
protection, and style during outdoor and recreational
activities
3. A cosmetic powder that enhances skin color, softens
skin, and removes oil

What can you do to make your product or service fulfill multiple

functions? Can you add value to your product by making it
multifunctional?

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17

Nested Doll
The Nested Doll principle is usually applied in one of two ways:
1. Place one object inside another; place each object, in
turn, inside the other.
a. e.g. Measuring cups or spoons
2. Make one part pass through a cavity in the other.
a. e.g. An extending radio antenna

Bill Gates and the Nutty Guys

Perhaps the most obvious application of the Nested Doll lens is
Microsoft Windows. Windows has built a monopoly-like empire
on this principle. Windows, as the name implies, is simply
windows inside windows inside windows. There are multiple
screens you can see inside of one computer. Each window is
nested within another window.
Retractable presentation pointers are also an example of
a Nested Doll application. The pointer is actually several
pointers, one within the other. The design allows the pointer
to extend and retract so that the user can point to a graph or
PowerPoint slide on the wall while standing a few feet away.
Another company, Nutty Guys, a Salt Lake City-based nut
distribution firm, greatly expanded their business inside of an
independent grocery store. The company carries 275 varieties
of nuts, seeds, candied nuts, trail mix, and dried fruit products.
The founders, two college buddies, built a creative display rack
to market their product and essentially created a store inside
of a store.

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Similarly, there are several applications nested within the

Internet that are examples of a unique product nested within an
existing product or system. Netflix is an independent company
that operates and relies entirely on the Internet. Skype is
also nested within the Net. Skype uses Voice Over IP (VOIP)
technology that allows users to make telephone calls using only
their Internet connection. With unlimited calls for $30 a year,
they generate a hell of a lot of word of mouth.

TRIZ Bitz

1. Topkapia in Istanbul has a fig tree growing inside an

evergreen as a marketing attraction
2. Place undercover forces inside of terrorist cells
3. The Beer Belly is a neoprene fake belly you place
inside your shirt to sneak your choice of beverage into
movies, concerts, and ball games (yes, its real www.
thebeerbelly.com)

When you look at your business or product through the Nested

Doll lens, ask yourself, How can I place one object inside
another to improve efficiency or make my product more user
friendly? You might be surprised by the creative ideas youll
uncover.

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Ronald, Bill and You

I thought Bill Clinton was a good president for the same reason I thought
Ronald Reagan was good; both were excellent head cheerleaders.
Their politics, personalities and characters were different, but each
had a similar ability to keep things from spinning out of control.
Every organization has a head cheerleader.
Their business card usually says manager.
The head cheerleaders job is to keep talented hotheads, sycophantic
suck-ups, whining excuse-makers, moon-eyed lunatics and plodding
paranoids all headed in the same general direction. They have to
make everyone feel like everything is going to be all right.
Are there really people who can do this job?
Thrown into the deep water at 26, I was possibly the worst manager
ever to assume the position. But over the years Ive had a chance
to observe the great ones, and Ive noticed an unusual but recurrent
characteristic: Great managers are rarely excellent at any of the things
they manage.
Great coaches are great, not because they were superstars, but
because they know how to awaken the star that sleeps in each of the
players around them.
Great managers dont show you photos from their own vacation, they
ask to see the photos from yours. And it makes them happy to see you
had a wonderful time.
Great managers look for things to praise in their people, knowing that
it takes 7 positive strokes to recover from each negative reprimand.
Think about it. If in seven out of eight encounters we receive an
authentic, affirming comment, a bit of happy news or a piece of
valuable insight from our boss, we love to see them coming down the
hall. But if the typical encounter leaves us deflated, discouraged or
scared, our hearts sink when we see the manager coming.
Do your people love to see you coming? If not, begin looking for things
to praise. Keep your ratio of positive comments 7 times higher than
your negative ones and theyll soon begin to smile when they see
you appear. Their newfound attitude and confidence will bring new
levels of productivity. And all because you believed they could do it
and made them believe it, too.

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Great managers are never afraid to hire people better than themselves.
Each of the 217 times David Ogilvy opened a new office for Ogilvy
& Mather, he left a set of Russian nesting dolls on the desk of the
incoming manager. When the manager removed the top half from the
largest of these bowling pin-shaped dolls, he or she found a slightly
smaller doll inside. This continued until the manager came to the tiniest
doll and retrieved from its interior what looked to be the note from a
fortune cookie: If each of us hires people smaller than ourselves, we
shall become a company of midgets. But if each of us hires people
bigger than ourselves, we shall become a company of giants. David
Ogilvy.
Now walk down the hall and find a sleeping superstar disguised as
a plodding paranoid. For each of the next 21 days, compliment that
person every time you see them take a right action.
Then prepare to meet a whole new employee on the 22nd day. Dont
be surprised if they have the same name as the plodding paranoid that
used to stink up the place.
Go. The hallway awaits you.

Roy H. Williams

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18

Weight Compensation
The principle of Weight Compensation, or Anti-Weight, is used
to solve a problem or improve a product in one of two ways:
1. To compensate for the weight of an object, merge it
with other objects that provide lift.
a. e.g. Use helium balloons to support advertising
signs
2. To compensate for the weight of an object, make it
interact with the environment using aerodynamic,
hydrodynamic, buoyancy, and other forces.
a. e.g. Hydrofoils lift the ship out of the water to
reduce drag.
In other words, this principle allows you to adjust your product
or system to compensate for an existing weight. As youll recall
from Chapter 10, an important aspect of TRIZ is the idea that
contradictions have to be eliminated.
Weight compensation solves a classic technical contradiction
or tradeoff. For example, a product may get stronger, but the
new components increase the weight. Using the lens of weight
compensation, the inventor or entrepreneur can find a solution
that counteracts the added weight, thus solving the technical
contradiction.

Sink or Swim
Submarines use the principle of weight compensation to float
both above and below water. Subs float because the weight
of the displaced water is equal to the weight of the ship. The
displaced water creates an upward force known as a buoyant

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force. Buoyant forces act opposite to gravity, thus keeping

gravity from pulling the craft down.
Ballast or trim tanks, which can be filled with either water or air,
allow a submarine to control its buoyancy and sink or surface
on command. When the submarine is floating on the surface
of the water, the tanks are filled with air; thus the subs overall
density is less than that of the surrounding water. When the sub
goes under, the air is released and the tanks fill with water. The
water in the tanks causes the subs overall density to exceed
that of the surrounding water, allowing the sub to sink.
Companies use the lens of weight compensation all the time
to move inventory. Slow moving inventory can be bundled
with a hot product. Because people want the hot product in
the first place, the slow merchandise add-on adds perceived
value. People feel like theyre getting more, and will often
pay a higher price for the bundled product even though they
probably wouldnt have purchased the slow merchandise alone.
This trick works wonders for getting rid of inventory sitting in a
back room taking up space.

The Best Bonus Feature Ever

A friend of mine, Phil Baker, has a great story that exemplifies
the weight compensation principle.
Phil was 17 and had a 1965 Dodge Dart convertible he wanted
to sell. He said the car was a nice vehicle at one time, and ran
just fine, but by the time he wanted to sell it there was hardly
any paint left on the body and the car looked terrible.
He put the car up for sale and waited a few weeks, but he didnt
have any takers.
Phil also had a younger sister. All of his buddies were constantly

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begging Phil to set them up on a date with his sister, but he

wasnt having any of that.
Then one day he put two and two together. What if he bundled
a date with his sister with the car?
He spread the word around about his new and improved
product, and told his friends that if they
would buy the car, hed get them a date
with his little sister. The next
thing he knew, he had three
or four different eager buyers.
Two of the guys actually came
up with the cash for the car.
The car was dead weight, but a date with his sister was a
hot commodity. Phil took two things he already had access to:
his car and his sister, and bundled them together to create a
new, much more appealing product. He compensated for the
condition of the car by attaching a desirable feature.

Salary v. Profit Sharing

Much like the other lenses, the principle of weight compensation
is not restricted to tangible objects or literal interpretation. For
example, consider the difference between a salary and profit
sharing. Both provide financial benefits to employees, but the
two different forms of compensation each carry a weight.
Sometimes a fledgling business owner will want my help,
but cant afford my salary. When this situation arises, I often
give the business the option to forgo the salary altogether and
instead give me a percentage of their profits. A combination of
salary and profit sharing can also be utilized.

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TRIZ Bitz

1. Carbon credit trading system for greenhouse gas

emissions
2. Computer time-memory tradeoff where the memory
use can be reduced at the cost of slower program
execution, or vice versa
3. Al Gore lifted his popularity by attaching himself to
global warming

How can you make your product or service better by

compensating for the weight, whether literal or figurative, of
another object?

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10 Unusual Ways to Advertise

Are you a one-person company with a lunch-money ad budget?

Good News: Time and money are interchangeable. You can always
save one by spending more of the other.
When money is tight, spend time.
(If you dont have any money AND you dont have any time, then
youre spending your time on the wrong things.)
The key to low-budget advertising is to focus on small groups and
individuals.
Here are some ways to do it:
1. Door-hangers on Doorknobs. If your target is geographically
defined, print doorknob-hangers and hang them on doors in your area.
Results will be proportionate to the strength of your offer. So make your
offer detailed and specific. Join us for worship this Sunday morning
is less likely to bring visitors to a church than Single Parent Support
Group meets Wednesday nights at 7:00. Childcare provided. When
I was young and in the seamless guttering business, Id walk yardto-yard diagramming rooflines on estimate sheets. The homeowner
came home to find taped to their door a schematic of their roofline with
my detailed bid for what it would cost to install seamless guttering on
their home. Worked like magic. COST: Ink, estimate sheets, and shoe
leather.
2. Flyers under Windshield Wipers. If you need to reach the drivers
of a specific type of vehicle, such as pickup trucks, what better way
than to walk your doorknob-hanging shoes across parking lots putting
flyers under windshield wipers? Yes, youll occasionally get run out of a
parking lot by a security guard in a golf cart and some lonely soul who
needs a life will call to complain that youre ruining the environment,
but the results are usually worth the hassle.
3. Purchased Word-of-Mouth. Ride up and down in the elevators of
tall buildings, stand at bus stops, wait at crosswalks or hang around in
coffee shops to tell strangers about your business. Have you heard
about _______? Its awesome. It sounds nuts, I know, but it works.
Pay a kid or do it yourself.
4. Virtual Showroom. Convert your website to a virtual showroom.
Use it as an instantly deliverable, interactive brochure when people
call to ask details about your company, your products or your services.
Are you sitting in front of a computer? Good. Now go to BlahBlah.com.
Yeah, thats me. Now click the button that says Equipment. See that

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second photo? Think of this website as a place where you sit down
to talk with interested prospects. Make sure the virtual showroom is
equipped with all the same tools and props as your physical showroom.
Youll be shocked what it does for the conversion rate of inquiries.
5. Nighttime Silhouettes. Youve probably never seen one of these
which means no one else in your town has seen one either. First, locate
a tall wall in a part of town that has lots of traffic at night, especially foot
traffic. Then arrange with the owner of that building and the building
across the street to let you install a logo projector. Theyre effective
and cheap. In some situations you can even use an old slide projector
to achieve the desired effect.
6. T-shirts and Vests. My little ad firm with its 41 offices worldwide
was launched in 1978 with a T-shirt advertising a thought-for-the-day
recorded on a telephone answering machine. Take a Break in Your
Day. Dial Daybreak. 258-7700. I could only afford one such printed
t-shirt. I wore it a lot. Daybreak evolved into the Monday Morning Memo
and a trilogy of best-sellers, then became the foundation upon which
Wizard Academy was built. Have you visited our 22-acre campus?
7. Hand Stamps. One of my friends recently attended a ticketed event
that required a hand-stamp for readmission. The hand-stamp was a
delightful little mini-ad for one of the sponsors. Can you imagine a
better advertising vehicle for creating personal identification with a
brand? Theres something about looking down at your own hand and
seeing a logo and knowing that the image has value. Youre having
fun, the brand is there, and its part of you. The ink might wash off, but
the impression doesnt fade so quickly.
8. Publicity Stunt. Few things are as powerful as a publicity stunt
that wins public attention. Going for inclusion in the Guinness Book
of World Records requires a lot of work, but holding a world record is
extremely cool. Did you hear about the guy who dropped a golf ball at
the edge of Mongolia, then whacked it 1,234 miles all the way to the
other side? The journey required 12,170 swings of the club, 90 days
and 510 lost balls. But he got interviewed by Jay Leno on The Tonight
Show followed by The Today Show, CNN, CNN International, CTV,
ESPN Cold Pizza, and PGA Tour Sunday. Articles were published
about him in the New York Times and the Times of London. Then the
Associated Press issued a worldwide story about the exploit. Outside
Magazine featured him as one of its 25 Coolest People, the Mens
Journal put him in their Hall of Fame, National Public Radio broadcast
their interview with him from coast to coast, then several European
radio networks jumped on the bandwagon. Not a bad R.O.I. on a
90-day investment.
9. Self-Publish a Book. Nothing screams expert quite so loudly as
writing a book on a subject. So get an ISBN number, register it with

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the Library of Congress, pay a printer to print your book, and then sell
it on Amazon.com. You may sell only a few copies, but the copies you
give away will make you a fortune. You wont make any money on the
book. But youll make a fortune because of the book.
10. Spray-Painted Signs. In the early 1970s, Hamp Baker says Drive
with Care was spray-painted on car hoods salvaged from crumpled
automobiles, then those hoods were tied with bailing wire to barbedwire fences across the state. Nobody in Oklahoma had ever heard of
Hamp Baker, but his name was soon a household word. When he ran
for public office, he won by a landslide.
You may have noticed that each of these things requires time and
creative energy. Theres no one you can call to do these things for
you, youve got to do them yourself. But if youre willing to spend a
little time to make a lot of money, pick 1 or 2 items from the list above,
then get to work.
And prepare to be amazed.

Roy H. Williams

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19

Preliminary Counteraction
Preliminary Counteraction dictates that a person take steps to
counteract a negative action before the negative action occurs.
This lens is typically applied as follows:
1. If it will be necessary to do an action with both harmful
and useful effects, this action should be replaced with
anti-actions to control harmful effects.
a. e.g. Buffer a solution to prevent harm from pH
extremes
2. Create beforehand stresses in an object that will oppose
known undesirable working stresses later on.
a. e.g. Wearing a lead apron on the parts of the
body not being exposed to X-rays
In other words, preliminary counteraction means that you
should use anti-actions to control harmful effects.

Preheat Car Engines and Concrete Rebar

When a car is started in a very cold climate, the oil is sitting at
the bottom of the pan in a near solid form. Obviously, the engine
cannot run without oil. Cold starts do increase engine wear and
reduce battery life. In this scenario, the negative or harmful effect
is the damage caused to the automobile by a cold start. The
preliminary counteraction is in the form of a preheated car engine.
A preheated car engine solves the problem by heating the oil in
the pan before the car is started. Implementing a preliminary
counteraction solves the problem, reducing engine wear and
extending the vehicles battery life.

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In some cases, the preliminary counteraction involves leaving

a seemingly negative effect in place. For example, conventional
wisdom dictates that rust should be removed from the rebar

before concrete is poured. Thats a bad idea. The rust actually

makes the bond between the rebar and the concrete stronger;
so the preliminary counteraction in this situation is to leave the
rust intact.

Please the Negative Nicks

Preliminary counteraction can also be applied to standard
business practices. For instance, if you are preparing a proposal
or presentation and you know that there is a negative manager
or employer who is certain to torpedo your presentation, involve
that person beforehand. Try to identify what their reaction will
be ahead of time so that you can adequately prepare and avoid
a showdown in the meeting.
I use the Preliminary Counteraction lens to improve my
proposals. When I write a proposal, I brainstorm for an hour
from the view point of my top competitor and then address the
drawbacks in my proposal. Even though this section is normally
not specified in the RFP (request for proposal), I review the
negative aspects of the proposal beforehand.
If you know and understand your weaknesses beforehand, you
will be better able to discuss how you can fix the problem and
why your audience shouldnt be concerned with the issue.

TRIZ Bitz

1. Offer early retirement to employees in times of slow

growth to minimize layoffs
2. Require up-and-coming employees to spend time in
each business discipline to gain a wider perspective
before promotion
3. Arrive one hour early for your speech to resolve any
problems with room or A/V equipment

What negative or harmful effects exist in your product or service

that you can rectify beforehand?

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Actions Speak Louder Than

Im a big believer in the power of words. But when words arent backed
by corresponding actions, talk is cheap.
Have you ever felt a disconnection between what a company promised
you in their ads and what they actually delivered?
I carry a list of companies in my head called the Never Again As Long
As I Live list. Ill bet you have one, too.
Was it the advertising of these companies that put them on our lists?
Of course not. It was their actions.
One dumb decision can undo years of good advertising.
What decisions have you made that send signals to your customers?
Who you are speaks so loudly I cant hear what youre saying.
Ralph Waldo Emerson
1. What are you saying in your ads?
2. Who are you being in your store?
3. Is there a disconnect?
A dog doesnt have to growl to let me know its dangerous. Just bare
your teeth, doggie. Ill understand. This small, direct signal from the
dog overrides all the assurances of its owner: He wont bite, hes a
friendly dog. Ive had him for 10 years. His breed never bites. Its been
proven. Here, watch this. See, he didnt bite me and he wont bite you
either. What are you afraid of? Here are some testimonials from other
people who have petted him. Did you know this dog was voted Most
Pettable Dog of 2007? He wont bite you, he likes you. Trust me. We
care about our customers.
What is advertising but the assurances of a dog owner?
Talk, when it costs you nothing, is cheap.
Here are ten, hundred-dollar bills. Put them in your pocket. If this dog
so much as snaps at you, theyre yours. He wasnt baring his teeth to
scare you. He was smiling at you.
Wow. A smiling dog. I think Ill pet him.
Actions are powerful signals when they agree with your words.

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These action-signals gain credibility to the degree they cost you one
or more of the following:
1. Material Wealth
2. Time & Energy
3. Opportunity
4. Power & Control
5. Reputation & Prestige
6. Safety & Well Being
What do your signals cost you? What are you risking?
Words that cost you little have little meaning.

Roy H. Williams

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20

Preliminary Action
Not all preliminary steps are counteractions. Sometimes, a
preliminary action is necessary to improve efficiency and make
things easier for the consumer or user.
Preliminary Action is typically applied as follows:
1. Perform, before it is needed, the required change of an
object (either fully or partially).
a. e.g. Sterilizing surgical instruments on a sealed
tray prior to the procedure
2. Pre-arrange objects such that they can come into action
from the most convenient place and without losing
time for their delivery.
a. e.g. A flexible manufacturing cell

Simplify the Customers Role

Perforated stamps are a preliminary action. The stamps must
be separated before they can be used, and so the process is
performed prior to purchase.

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Pre-paid return labels are another excellent example of

preliminary action. The return rate for womens apparel
purchased online is almost 30%. With those odds, online
clothing retailers know that the merchandise is quite likely to
come back. Pre-paid return labels remove a necessary step from
the return process before the action is even required. Companies
that do not include pre-paid return labels with the clothes are
likely to struggle because the return process is intimidating
and confusing to consumers. Pre-paid return labels simplify
the customers job and happy customers are more likely to be
repeat customers.

Another application of preliminary action is the assembly

of pieces by manufacturers. In the past, if you purchased a
barbecue grill that required assembly, youd open the box to
find 400 pieces. Now, you might find six pieces that you snap
together. The manufacturers have simplified the process by
doing work ahead of time and assembling pieces to make the
customers task easier.
Anyone with a large set of tools in their garage can relate to the
next example. Shadow boards are used to organize tools and
keep order in the workspace. On a shadow board, the outline of
the tool is painted on the board. When you finish working with
the tool, all you have to do is look for the shape on the board
and youll know exactly where the object belongs.
Market research is another example of preliminary action.
Marketers do their homework and learn about their customer
base before launching an expensive marketing or advertising
campaign.
Finally, a food preparation chain known in Utah as My
Girlfriends Kitchen, (the same business model goes by different
names in different states) has simplified meal preparation for
busy families. When you visit the store, you select a number
of recipes that you would like to prepare. All of the food is
pre-chopped, laid out, and ready to go. The customer simply
selects their desired meals, quickly assembles the ingredients,
and takes the finished product home. The meals can then be
frozen until needed. This chain makes answering the question,
Whats for dinner? a cinch.

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TRIZ Bitz

1. Review location of sex offenders online before

purchasing a home
2. Walt Disneys famous story-boarding technique for
cartoon development
3. Modular automobile designs to allow implementation
of unique customer requests

What can you do to simplify your product or process for

customers? Can you take preliminary action to improve
efficiency?

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21

Beforehand Compensation
So what do you think?
Thats the stupidest thing I have ever read.
That was my first indication that I might be on the right track.
It doesnt say what you are actually going to do.
I know. Thats the beauty of it.
Pat Rileys book, The One Page Proposal, is an invaluable resource
that shows you how to get things done in business. He learned
the secrets of the proposal from one of the richest men in the
world, Adnan Khashoggi.
A One Page Proposal is a document that succinctly expresses all
the facts, reasoning, and conditions surrounding an undertaking
or project. A One Page Proposal uses persuasive language
to build a case for approval and propose a specific course of
action. A good proposal fulfills all of these specifications within
a single printed page.
But sometimes a proposal can be deceptively simple.
I have used the principles in the book countless times, and even
though I had never met the author, I have been plugging Pats
book for years.
So I decided that I would put together a one page proposal and
send the document to Pat.

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Basically, my proposal was a choppeddown version of my resume. I included

an explanation that I was always looking
for new ventures and partnerships. The
punch line was this:
I will work for you for 60 days on
anything you want me to for free. If you want to discuss
working together after that, then we will cross that bridge when
we get to it. No strings attached.
How could he say no to someone who wanted to work for free?
My wife thought my idea was stupid because I didnt tell him
what I wanted to work on, but how could I? I had no idea what
he was working on, but I assumed he was well connected and
had some interesting projects in the works.
Classic Beforehand Compensation. I removed any reason for
him to say no before we ever met.
I overnighted the proposal and he called me the very next day.
We have been working on projects together ever since.
Technically, Beforehand Compensation involves preparing
emergency means beforehand to compensate for the relatively
low reliability of an object. Skydivers packing a backup
parachute and the magnetic strip on film that directs the
developer to compensate for poor exposure are both great
examples; however, as you can see from my proposal story, not
all beforehand compensation has to be related to the lack of
reliability of an object.

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I think Im a pretty reliable guy but Pat didnt know that yet,
so I had to compensate for the fact that he had no idea what I
am capable of.

Preparing for the Worst

Automobile airbags are a classic example of Beforehand
Compensation. The low reliability in this system is the driver.
People make mistakes, so automobile manufacturers install
airbags to prevent injuries or death.
Fire extinguishers and evacuation routes are also examples of
emergency means prepared in advance to counter low reliability.
Natural disasters and fires are unpredictable, and certainly not
reliable.
Frequently Asked Question pages on a Web site fulfill a similar
purpose. Companies figure out beforehand the top 10 to 20
questions customers are likely to ask and then put the answers
on the Web site where they are readily accessible.
Finally, software backup systems are designed to prepare for
the worst and counter the relatively low reliability of computer
systems. Remember the episode of Sex and the City where
Carrie never backed up her computer? Without the backup
programs, businesses and individuals could lose years of work
to a glitch or virus.

TRIZ Bitz

1. Hurricane evacuation signs throughout Florida

highways
2. Emergency board meeting to discuss lower than
expected revenue for the quarter
3. Show your first event as sold-out regardless of
participation to generate future interest

How do you compensate for low reliability in your business,

product, or service? Can you compensate for this liability to
improve your product?

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22

Equipotentiality
The technical definition of equipotentiality states that in a
potential field, one should limit position changes. In other
words, change operating conditions to eliminate the need to
raise or lower objects in a gravity field. For example: springloaded parts delivery system in a factory or locks in a channel
between two bodies of water (think the Panama Canal).
In other words, you should eliminate the need to work against
a field. Consider the altitude compensator carburetors on my
airplane. They are very advanced; my carburetors adjust the
air/fuel mixture automatically based on pressure using a spring
and diaphragm. In most airplanes, as you change altitude, you
constantly have to change the mixture of the fuel because there
is less oxygen at higher altitudes.

Keep Newtons Apple Afloat

Another example is the spring lift mechanism for dinner plates
at restaurant buffets. The plates are stacked on a spring that
compensates for the pull of gravity. In other words, the spring
works against gravity. Every time a patron removes a plate from
the pile, the next plate slides back up in its place.
Grounding straps accomplish a similar objective. If youve
ever worked around explosives, youll notice that the workers
uniforms include a grounding strap to eliminate the static
electricity. The straps eliminate the need to work against the
field, or in this case, reduce the likelihood of static causing an
explosion.
Frisbees use the gravity field to their advantage. When the
Frisbee spins in the air, it creates just enough airflow to float,

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thus eliminating the need to raise or lower the toy in the field.
The Frisbee accomplishes that on its own.
Like many of the other lenses, equipotentiality is not restricted
to literal interpretation. For instance, have you ever worked
for a business where you can never reach the decision-maker
because there are too many levels in the organization? These
levels are working against the field, or the gravity, of being able
to get to the decision-maker. Making the organization flatter
could solve the problem.
As you can see, liberal definitions of the lenses are often
necessary to uncover the greater potential for each principle.
Dont be afraid to think outside the box and springboard off
of these lenses to come up with your own solution or idea.

TRIZ Bitz

1. Use a magnetic field to protect astronauts from space

radiation on their trip to Mars
2. Falkirk rotating boat lift in Scotland that connects two
canals at different elevations
3. Maglevs (Magnetically levitated trains)

How can you eliminate the need to work against gravity in your
business? How can you make your product or service flatter
or more level?

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Are Your Ads Getting

Enough Complaints?

When an ad campaign is producing big results, there will usually be

complaints from the public.
When an ad campaign is getting poor results, the public rarely
complains.
What makes people hate an ad?
1. Its hard to ignore.
Any ad that makes its point sharply will be an irritant.
But sharp-pointed ads are also the most effective.
2. It presents a tightly focused perspective.
Any ad that makes assumptions about the experiences of the
customer will be judged as presumptive. Persons whose experiences
are otherwise usually hate these ads.
But presumptive ads connect powerfully to customers whose personal
experiences are accurately mirrored in the ad.
3. Its given a lot of repetition.
There is such a thing as too much repetition. And the sharper the ads
point, the less repetition will be required. But too much repetition
is often the charge thats leveled against an ad thats annoying for
reasons 1 or 2.
Hello, Im a Mac.
And Im a PC.
Very few people are ambiguous about the Get a Mac TV campaign:
Apples mean-spirited new ad campaign...Ad Report Card Grade:
C+... And isnt smug superiority, no matter how affable and casually
dressed, a bit off-putting as a brand strategy?
Seth Stevenson
I dont know about you but I have had about enough of those Mac
TV commercials that consistently rip on Microsoft and the PC. Any
company that needs to badmouth the competition in an effort to sell
their product is a company I dont want anything to do with.
ElectroGeek

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The Los Angeles Times has a big article for you about Justin Long, aka
the Mac from the Get a Mac ads [The article goes on to explain that
Justin Long is a smug little twit.] Also of note: There are apparently
20 more of these ads in the can, ensuring that everyone will be sick of
them eventually.
Tim Nudd
Reporting a $546 million profit on Wednesday, Apple also said that it
shipped over 1.6 million Macs representing over 30 percent growth from
the year-ago quarter. According to Apple CFO Peter Oppenheimer,
this represents the strongest quarter in the companys history.
Jim Dalrymple, reporter
Complain about me all you want. Just leave the 546 million with my
butler at the front door.
Are your ads getting complaints? If not, why not?
A: Do you have no sharp points to make?
B: Or are you just afraid to make them?
Turn the poles of a magnet North to South and CLICK, they connect.
Turn the poles North to North and theyll repel each other just as
powerfully. Advertising, like a magnet, is subject to the Law of Polarity:
Your ads ability to attract customers cannot exceed its potential to
repel.
Most ads arent written to make a point sharply. Theyre written not to
offend.
How are your ads written?

Roy H. Williams

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23

The Other Way Round

Usually, the lens of The Other Way Round is applied as
follows:
1. Invert the action used to solve the problem.
a. e.g. Instead of cooling an object, heat it
2. Make movable parts (or the external environment)
fixed and fixed parts moveable.
a. e.g. A moving sidewalk with standing people
3. Turn the object or process upside down.
a. e.g. Turn an assembly upside down to insert
fasteners
Basically, The Other Way Round suggests that you should do
the opposite of what youve been doing or invert the action.
There are many examples of this principle. If you lived in a
community inundated with fast-food restaurants, a smart
business plan might be to open up a slow-food restaurant
to differentiate yourself from the competition. Do the opposite
of what everyone else is doing and youll stand out from the
crowd.
You could also benchmark yourself against the worst, rather
than the best in your field. Compare your business to the worst
company in the industry and discover all the ways not to do
things so that you dont do them. Again, do the opposite.
If you commute to work, see if you cant work from home.
Tired of cleaning the artwork indentations on a wood chopping

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board? Why not just flip the board over? The opposite surface
is smooth and easy to clean.
Isnt this easy? Of course, The Other Way Round can also be
applied to very complex issues.

Searching for the Needle

Kary Mullis, a student of Wizard Academy, won the 1993 Nobel
Prize in Chemistry for his development of the Polymerase
Chain Reaction (PCR). PCR is a cornerstone of biochemistry
and molecular biology because the technology allows for the
amplification of DNA sequences. A great deal of Karys work
revolves around the principle of doing things The Other Way
Round.
While everyone else in the world was
trying to find the figurative needle
in the haystack and chemically
find and hold DNA, Kary
decided to let the DNA replicate
itself instead. Rather than looking
for the needle in the haystack, Kary
let the needle reproduce itself billions and billions
of times so that the DNA was easier to find and capture.
By doing things The Other Way Round, Dr. Mullis received the
highest honors in his field.
In fact, Dr. Mullis is currently doing research on how to counter
bio-terrorist attacks by using the same principle the Other Way
Round. I cant tell you any more than that right now because it
is a highly secret program.
All I can say is that Roy and I are certain he will win another
Nobel Prize for his work.

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TRIZ Bitz

1. Start writing your novel in the middle of the story

2. Clock faces where the numbers go backwards
3. High heel womens shoe where the heel is horizontal
off of the front of the shoe instead of vertical off the
heel

What can you do with your business, product, or service by

doing the opposite of what everyone else is doing?

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24

Curvature
The lens of Curvature is typically applied in one of three ways:
1. Instead of using rectilinear parts, surfaces, or forms,
use curvilinear ones; move from flat surfaces to
spherical ones; from parts shaped as a cube to ballshaped structures.
a. e.g. Use arches and domes for strength in
architecture
2. Use rollers, balls, spirals, domes.
a. e.g. Ballpoint and roller point pens for smooth
ink distribution
3. Go from linear to rotary motion, use centrifugal forces.
a. e.g. Rather than wringing clothes to remove the
water, spin the clothes in a washing machine
instead
Curvature can be used to improve the design or efficiency of a
product.

Furniture, Film, and Ferraris

For instance, think about the spherical casters on a couch, rolling
chair, or shopping cart. A castor (or caster) is a type of wheel that
is mounted with a steering pivot. A bearing above the wheel
allows the wheel to rotate 360 degrees and automatically swivel
to align the load in the direction in which the object is being
pushed. The curvature design of the castor makes pushing,
rotating, and turning large loads much easier.

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Camera film is another example of improved efficiency and

design via the principle of curvature. Photographers used to
have to carry photographic film plates with them to capture
their snapshots. Then the film design and material was changed
so that it could be curved and rolled into carrying cases. The
new plastic film allowed photographers to capture multiple
images on one roll of film, rather than carrying 40 or more film
plates with them to each shoot.
Automobile designers use the principle of curvature to improve
design. The curved angles and edges of cars are greatly
preferred by consumers to the former box-style designs that
dominated the roadways. Curvature is a big selling point for
car manufacturers.
I continue to encourage you to use liberal definitions of the
lenses. How about the opposite of curvature? Have you noticed
how Toyota and Honda have brought back the cute, boxy shape
cars recently?
Much like the other lenses, curvature does not have to be
applied literally. Curvature can be used in terms of throwing a
curve at your team. For instance, I knew a manager at Thiokol
who used to throw curve balls at his team every once in a while
to keep them on their toes. This manager would announce role
changes during regular staff meetings. He would place the Head
of Engineering in charge of Quality; make the Development
Manager in charge of Operations; and so on. He would just flip
everyone around to throw a curve at them and make them learn
something completely different.
His team was constantly learning new skills and gaining
command of different aspects of the business because he threw
enough curves to keep them sharp.

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TRIZ Bitz

1. Use curved, pleasing lines in your Web site design

instead of rectangular lines
2. Dr. Scholls shoe inserts with multiple foot arch designs
3. Seats arranged in a curve around the presentation
screen so no one has to twist their necks to see

How could you use the lens of curvature to improve your

product or teams design or efficiency?

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25

Dynamics
The lens of dynamics involves changing the static design of a
product, system, or service. This principle is usually applied as
follows:
1. Allow or design the characteristics of an object,
external environment, or process to change to be
optimal or to find an optimal operating condition.
a. e.g. Adjustable steering wheels, seats, and
mirror positions
2. Divide an object into parts capable of movement
relative to each other.
a. e.g. The butterfly computer keyboard
3. If an object or process is rigid or inflexible, make it
movable or adaptive.
a. e.g. A flexible boroscope for examining engines

Changing the Dynamic

In other words, the principle of Dynamics means you allow the
part to change or have relative movement. Think about selfbreaking street lamp poles. When a car hits one of the poles,
the pole breaks away from the base, rather than damaging the
car and injuring the passengers. These street poles have been
designed to allow relative movement.
In an earthquake zone, buildings are designed with springs
so that they can move with the shaking earth. The buildings
structure allows for mobility, which helps absorb the shock in
a quake.

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The dictionary defines dynamic as characterized by continuous

change, activity, or progress; of or relating to energy or to objects in
motion.
Can you think of another instance of a changing object?
What about the toolbar on your computer? You can move the
icons and options around to customize the toolbar to best suit
your needs. The toolbar is ever-changing, and has relative
movement in relation to the users needs.
Freeway delay status signs are another great example. As
youre driving down the road, the signs are updated to reflect
delays on busy highways and interstates, e.g. Fifteen minutes
to I-35. The signs change because traffic is dynamic and
always changing. A static status message would be of little use
to drivers because the information would always be dated and
irrelevant.
One final example is a new technology that allows advertisers
to shine images on the side of a building. The dynamic aspect
of the technology lies in the owners ability to change the
advertising on the fly. The ad is projected on the building by a
software program and a projector. One click of the mouse and,
bam! Ad changed.

TRIZ Bitz

1. Automatic rebalancing of internal holding within your

401K once a year
2. Digital picture frame
3. Billboard where the faces follow you as you walk by

How can you change your product or service to allow for relative
movement? Can your product be modified so that the user can
customize its function for optimal operating conditions?

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26

Partial or Excessive Action

I am not going to sign it.
What? You have to.
No I dont.
Yes you do, its the company policy.
I was buying lunch at Taco Bell when I found myself grappling
with the kid at the counter. He was
demanding that I sign the Visa card slip
for $2.39. I didnt see the need for my
signature.
He continued to state his case,
that it was a requirement that all
customers sign the credit card
slip to complete the transaction.
I pointed to the drive-thru window.
How come when I drove through there last week I didnt have
to sign anything?
The drive-thru is different.
Why is it different? I dont think my Visa card knows the
difference.

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I dont know. Thats just our policy.

Well your policy doesnt make sense. I assumed you guys
got smart enough to not require signatures at the drive-thru
so that you can move more customers through faster. Right?
More customers per hour equal more revenue. So why dont
you apply that same logic here at the counter?
Listen Mister, I just work here.
I started to tear into him about how he should take some
initiative and question management on the policy. I was getting
ready to tell him that speaking up might lead to a promotion
when the Harley biker behind me said something about five
seconds and sticking that card slip where the sun doesnt shine
if I didnt move along.
I shut up, but my point was valid. The credit card slip was a
perfect example of the principle of Partial or Excessive Actions.
Technically speaking, the lens of Partial or Excessive Actions is
defined as follows:
If 100% of an objective is hard to achieve using a given solution
method, then by using slightly less or slightly more of
the same method, the problem may be considerably easier to
solve.
For instance, you top off your tank when you fill up at the
gas station.
By doing slightly more or less, you can solve your problem
more easily and efficiently.
Think about a stencil mat for a moment. When you are spray
painting a design using the stencil, youre going to use more

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paint than you would have if youd just painted on the designs.
Even though youre over spraying, the process is much faster
with the mat.

Exceeding Expectations

Many companies apply this lens to their customer service

process. Word-of-mouth marketing is a free marketing tool
that companies can employ to spread the word about their
businesses reputation, but beware, because word-of-mouth
marketing can backfire.
Customers are far more likely to share a bad experience
with their friends than to speak highly of their experience. If
customers have a bad experience with your company, they will
tell everyone they know. If they have an average or expected
experience, they are unlikely to mention your business at all.
However, if you can greatly exceed the customers expectations
and go above and beyond to make their experience with your
company positive, they will share their good experience with
their friends.
Companies have to go far beyond what their customers expect to
make word-of-mouth marketing a viable resource. An average
experience will generate zero results. Only by adding more
to the customer service process can companies achieve stellar
results, but you have to go far beyond what is expected.

Less Can Be More

The Taco Bell story at the beginning of the chapter is a great
example of a time when less is more. It took retail years to figure
out that speeding up the transaction for smaller purchases
makes way more sense. Sure, the risk goes up slightly for the
merchant in the event of a dispute because the customer didnt
sign the stupid little piece of paper, but how many people are
going to dispute 2 bucks anyway?

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Eliminating the signature process for small purchases is the

simplest case of risk management I can think of, balancing
the risk versus the reward. Micromanaging, or adding more
to the process, doesnt do anything to improve efficiency or
satisfaction in most cases.
Less is more. If you have to create rough illustrations for a
project, sketching the images is much quicker and easier than
drawing each picture in detail. Sketching uses less effort, and
for a preliminary draft, accomplishes basically the same result.

TRIZ Bitz

1. Prevention of a riot by showing excessive police force

2. African Americans fighting for more rights by less
fighting back
3. Slightly less movement in your backswing to improve
control

What can you add or subtract from your product or service to

improve the end result? How could you improve operations in
your business by using a little less or a little more?

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27

Another Dimension
Another Dimension can be defined according to four
principles:
1. To move an object in two- or three- dimensional
space.
a. e.g. An infrared computer mouse moves
in space during presentations, rather
than on a flat surface
2. Use multi-story arrangement of objects rather
than a single-story arrangement.
a. e.g. Replace a cassette with six CDs to
increase music time and variety
3. Tilt or reorient the object; lay the object on its side.
a. e.g. A dump truck
b. Baja Beer (liberal definitions of the
lenses allows for all kinds of overlap;
this is a good thing)
4. Use another side of a given area.
a. e.g. Stack microelectric hybrid circuits
to improve density

An Alternate Aspect
Think about an IMAX movie. What dimension does the film play
in? The images are not two-dimensional or three-dimensional;
they are in another dimension all together. The surround sound
and gigantic screen create a new world for viewers.
Disney World uses another dimension to keep up illusions.

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The theme park has underground tunnels that the staff uses to
take out trash and move around the park when they are out
of costume. There is a whole underground network at Disney
another dimension used to move people and equipment
around.
Microbreweries in a restaurant or bar operate on a similar
principle, yet in an opposite manner. Rather than hiding the
inner mechanisms of the system, the breweries display their
HVAC systems for customers to look at. By revealing the
machinery, the owners have changed the actual dimension
and layout of the buildings structure. Rather than putting the
other dimension underground or out of sight, they reveal this
new dimension to the customers for their viewing pleasure.
Finally, Torontos CN Tower, the worlds tallest building, reveals
another dimension to visitors. The building has a glass floor
that is 330 feet in the air. Looking through this floor to see the
world alters the viewers perspective and dimensions.
Did the new Grand Canyon Skywalk attraction snowball on this
idea? If you havent seen it, there is a new horseshoe shaped
walk with glass floors that overhangs the Grand Canyon.
I am certain, however, they never used the full power of Sensible
Design when they created their business. You experience this
beautiful view (that you pay good money for) but they wont
let you take any pictures!

TRIZ Bitz

1. A water park slide with a clear tube that goes through

a shark tank
2. Actively participating in the online virtual world of
Second Life
3. Using hypnosis to cure ailments

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Can you reorient, stack, tilt, move, or use another side of your
product or service to achieve another dimension? How could
you change your product or service to reveal (or hide) another
dimension?

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o
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Can You Make It Talk?

People are more interesting than non-people.

Mingle a bit of wood, paint and cloth, then drench the pile in sparkling
imagination and a new person leaps onto the stage.
Few techniques in communication are as powerful or as often
overlooked as personification: ascribing human characteristics to
inanimate objects.
It turns dead corporate brands into living persons. Who are the Keebler
Elves, the Jolly Green Giant, Mr. Clean and Ronald McDonald if not
personifications of the brands they represent?
This memo isnt about clumsy corporate cartoon characters.
Personification is much bigger and more elegant than mere mascots
and logos. When conceived in words, lively words, personification
summons the imagination and triggers the emotions.
Listen to how Robert Frost gives human characteristics to inanimate
objects in his storm poem, Once by the Pacific:
The shattered water made a misty din.
Great waves looked over others coming in,
And thought of doing something to the shore
That water never did to land before.
The clouds were low and hairy in the skies,
Like locks blown forward in the gleam of eyes.
You could not tell, and yet it looked as if
The shore was lucky in being backed by cliff,
The cliff in being backed by continent;
It looked as if a night of dark intent
Was coming, and not only a night, an age.
Someone had better be prepared for rage.
There would be more than ocean-water broken
Before Gods last Put out the Light was spoken.
Waves looked over others and thought of doing something to the
shore, which was lucky in being backed by cliff?
Personification. Can you do it? Can you speak a person into
existence?
Herman Melville did it 156 years ago in 3 short words, Call me
Ishmael.

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I did it 12 years ago in 5 words for Rolex and Everest, the worlds
most angry mountain.
Apple is doing it in 7 words right now. Im a Mac. And Im a PC.
(Did it ever occur to you that the audio track from these ads would
work even better on radio than it does on TV? Evidently, its never
occurred to anyone who sells radio airtime, either.)
We gaze longer at pictures that have people in them than at pictures
that have no people. I believe the same is true of words. We pay more
attention to words that tell us of people than to words that dont.
Thats enough rambling for one Monday morning. Now go look Today
in the eyes, smile sweetly and say, I own you. Youre mine. Youre
happy and warm and comforting and good and if you think for one
second that Im going to let you be otherwise, youre sadly mistaken.
Be firm. Days can become unruly if you let them.

Roy H. Williams

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28

Mechanical Vibration
I popped in the VHS tape and flopped on the couch next to
Barbara.
OK. Now watch how easily the wings come off.
An older couple, probably in their late 60s, was removing the
wings from the Pulsar with the greatest of ease, all the while
smiling happily at the camera.
We were watching a promotional video for a new experimental
airplane called the Pulsar XP. I had recently gotten my pilots
license and like most people, could not afford to buy an
airplane of my own. Not being mechanically inclined was
certainly a drawback, but I was strongly considering buying
an experimental airplane kit and building one myself. Building
the craft myself was the only plausible economic answer to my
desire for a plane of my own.
See how easily the wings come off? Those two blue hairs can
do it; no problem. If the wings can come off that easily, then I
wont even need a hangar for the airplane. I can just store it in
the garage.
Barbara wasnt really buying the whole dog and pony show,
but she finally gave me the OK to buy the kit.
About 1,300 beers later, tail number N96MF finally went wheels
up.
Even with my first flight jitters, I managed to survive; yours
truly, crash helmet, and plane all intact.

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The wing removal was another story. The manufacturer

recommends that you remove the wings several times during
flight testing for inspection to make sure everything is A OK,
so I had to perform this act of hell several times.
I am not sure what magical powers the couple on the video
possessed, but those wings took many days, lots of friends,
and lots of blood to get them to turn loose. The tightness of the
pins that held them in place made them nearly impossible to
remove. The airplane designer could have taken a lesson from
ship hinge pins.
It took months before I found the right shake.
I spent many hours on the
tip of the wing trying
to vibrate it at various
shakes, rattles and rolls,
while a friend pulled
on the connection pins.
Finally, I learned the right
dance with the wing tip that allows the pins to be removed
without any blood. To this day I cannot explain my special
moves well enough to tell someone else how to remove the
wings with ease, but I found the magic. The problem was
fixed with the perfect vibration.
Technically speaking, mechanical vibration is usually applied
as follows:
1. Cause an object to oscillate or vibrate.
a. e.g. An electric carving knife with vibrating
blades
2. Increase the objects frequency, even up to the
ultrasonic.

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a. e.g. Distribute powder with vibration

3. Use an objects resonant frequency.
a. e.g. Destroy gall or kidney stones using
ultrasonic resonance
4. Use piezoelectric vibrators in place of mechanical ones.
a. e.g. Quartz crystal oscillations drive high
accuracy clocks
5. Use combined ultrasonic and electromagnetic field
oscillations.
a. e.g. Mixing alloys in an induction furnace

Shake Things Up
Everything vibrates and has its own unique natural frequency.
Vibration can often be the solution to your problem. Change
the frequency, amplitude, period, or cycle, experiment, and see
what happens.
Washing machines vibrate during the wash cycle to help break
up the dirt on fabrics. Cell phones vibrate to silently (in theory)
notify the owner of an incoming call.
Mechanical Vibration does not always require literal physical
movement. For instance, an organization might shake things
up and change the companys management, systems, and
processes to achieve better productivity and profit.

Eyeballs and Astronauts

Sometimes your goal is to remove the vibration. Upon the
landing of the first Space Shuttle launch, the astronauts went
through an extensive debriefing. One of their complaints was
particularly odd.

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They said during the first two minutes of the ascent, they had a
very hard time seeing; everything was blurred. Then, as soon as
the Solid Rocket Boosters separated, everything was OK. How
could the SRBs cause the pilots vision to blur?
Upon investigation we found that the human eye has a natural
frequency between one and two hertz. Sure enough, when we
looked at earlier rocket test data, we saw that the SRBs generated
a vibration that registered exactly in this range.
We had to make a modification to the boosters to minimize this
frequency in this range.
Everything vibrates.
Have you ever been driving down the road and rolled the
windows down only to suddenly notice a very awkward feeling
in your inner ear? The wind and pressure swirling around that
exact configuration has stimulated the natural frequency of
your ear drum.

TRIZ Bitz

1. Panning for gold

2. Coin-operated massage chairs in airports
3. Animals serve as a warning when they run due to
vibrations caused by an oncoming tsunami

Can you shake up your product, system, or service to improve

efficiency?

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29

Periodic Action
The principle of Periodic Action is exactly as it sounds. This lens
involves taking action in increments to improve efficiency. The
principle is usually applied as follows:
1. Instead of continuous action, use periodic or pulsating
actions.
a. e.g. Hitting a nail with a hammer
2. If an action is already periodic, change the periodic
magnitude or frequency.
a. e.g. Replace a continuous siren sound with an
alarm that changes in amplitude and frequency
3. Use pauses between impulses to perform a different
action.
a. e.g. In cardiopulmonary respiration (CPR),
breathe after every five chest compressions
In other words, you look at your problem, business, or product
through this lens to determine whether a change in the action or
a segmentation of the action will improve the product.
For example, random drug testing is more efficient than
scheduled drug test dates because employees will have no way
to anticipate for or prepare to pass the screening. If the dates
were scheduled in advance or occurred with regular frequency,
employees could plan their drug use around the set dates or
take cleansing pills at an appropriate time before the screen.
The siren example above is a perfect example of periodic action.
If you watch an old episode of Mayberry RFD, youll hear the

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sirens emitting a constant whine. The sirens of today vary in

frequency and amplitude to alert citizens of danger. The periodic
change in sound makes the alert more noticeable.

Sabbaticals, Software, and Siestas

Sabbaticals are another example of periodic action. A sabbatical
is a hiatus from the work routine designed to allow the employee,
typically a professor, scientist, or physician, an opportunity to
fulfill a personal goal such as writing a book or completing an
extensive research project. The sabbatical is a career break taken
in periodic increments.
Some computers rely on software programs to take periodic
action to scan for viruses or defragment the hard drive. The
equipment can be scheduled to run periodically, typically at
night when electric rates are reduced and the user doesnt need
to be using the computer for other tasks.
A siesta is also a periodic action. Rather than going to sleep for
an extended period of time, a person can take a short nap to
improve their alertness and efficiency.

TRIZ Bitz

1. Tapping into unused PC computing power while

people are asleep
2. Eliminating verbal pauses through Toastmaster
training
3. Politicians periodically stopping to think about their
actions

Can you use periodic actions to improve the efficiency of your

product or service?

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30

Continuity of Useful Action

Continuity of Useful Action essentially means working at full
capacity and eliminating idle time. This lens is usually applied
in one of two ways:
1. Carry on work continuously; make all parts of an
object work at full load, all the time.
a. e.g. A flywheel or hydraulic system stores
energy when a vehicle stops so that the motor
can continue running at optimum power
2. Eliminate all idle or intermittent actions or work.
a. e.g. Print during the printer carriages return

Busy Bees
In some ways, Continuity of Useful Action is similar to
multitasking. For instance, if you listen to an audio book while
driving, you are using that time efficiently and eliminating idle
time.
A 24-hour mechanic is another great application of this lens.
Rather than having the shop sit empty for 12 hours a day, a 24hour mechanic makes full use of all the hours in the day and
available resources. There is no idle time; the mechanics are
carrying on with their work continuously.
On a similar note, Ive often wondered why restaurants offer
different menus at different times. Why not just offer all of the
items at all times? The ingredients and resources are already
available, so why not use them? Making the entire menu available
at all times keeps the kitchen working at full capacity.

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The military has Continuity of Useful Action down to an exact

science. Anyone who has been in the military knows that there
is no idle time. Every minute, every hour, of every day, is put to
good use (or at least they tell you its good for you). The military
keeps its units running at full capacity at all times. If for some
reason a soldier finds a spare moment where they have nothing
to do, their commander will quickly find a task to occupy the
time.

TRIZ Bitz

1. A hybrid car uses the continuous motor operation at

idle to charge batteries
2. Read a poem everyday to improve your writing skills
3. An alarm clock that continues to increase in volume
until shut off

Is your business running at full capacity? How could you

improve the Continuity of Useful Action in your system?

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31

Skipping
In Vince Poscentes book, The Age of Speed, he has a chapter
called Smelling the Roses that starts as follows:
Using speed to live a more meaningful life is
counterintuitive for most people, because speeding up means
compromising the journey, missing out on smelling the
roses, right? Well not necessarily. Although this is true in
some scenarios, not every experience holds deep intrinsic
value. Not every experience presents us with an opportunity
to develop ourselves, to make deeper connections, to find
meaning. And when I suggest you embrace speed, Im not
recommending faster strolls on the beach or accelerated
games of catch with your child. Im suggesting that you seek
to speed up the minutiae in your work and life.
I couldnt agree more.
Speeding up the unpleasant tasks of our life is desirable because
we then free up more time to do the things we like.
One of my greatest pleasures in life was the time I spent with
my Black Lab/German Shepherd mix, Lechien. As she got
older, Lechien had problems with arthritis in her spine and
other issues. That was a sad time, but when she got a tumor in
her spleen, we had to do surgery to remove the growth.
My veterinarian, Dr. Kate, explained our options. She said, I
can do the surgery myself. I am very confident in my surgical
skills. But I know a surgeon who is the best in the country, Dr.
Morgan. His skills are simply the best, but more importantly,
he can do the procedure in half the time it will take me. Going

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faster does not mean lower quality; in fact, the quality will
probably be better than mine. In this case speed is on our side,
because the longer she is under the anesthesia the more risk we
have of her not coming out of it. Speed here is good. Dr. Morgan
will cost a bit more, but the decision is yours.
My decision was clear; money didnt matter when it came to
my best friend. However, Dr. Morgans name rang a bell.
Is Dr. Morgans first name Paul? I asked.
Yes, how did you know that?
Well, he is actually a friend of mine.
The Universal Network strikes again.
In terms of TRIZ, Skipping is defined as conducting a process
or certain stages (usually destructible, harmful, or hazardous
operations) at high speed. For instance, dentists use a highspeed drill to avoid heating their patients periodontal tissues.
Other physicians use medical injection guns. This tool allows
the doctor to skip over the hazardous process of injecting
something into you. Theyre making the injections at high
speed, using a highly-pressurized tool to inject medicine into
your skin. This enables them to inject the medicine rapidly
without making a hole or mark in your arm.
Plastic pipe cutting works on the same principle. When you cut
PVC pipes, you want to slice into them very quickly with a highspeed blade or a water cutter so that the plastic isnt melted on
the ends, resulting in a cleaner cut.

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Scan Me, Please

I know the day is coming when
you will be able to visit the
grocery store, fill up your cart
to the rim, and simply walk
to your car without passing
a cashier or the self checkout
lane. A technology known
as Radio-Frequency Identification allows for the automatic
identification of a product from several meters away. An RFID
tag can be applied to or built into a product, animal, or person.
With RFID tags for every product just around the corner, isnt
it obvious that at some point we will be able to push the cart
through an exit door with a built-in scanner that reads the RFID
tags in the cart and then charges your credit card? Wont that
be sweet?
Why not speed up the things that have no value to you or your
business? Do you really like to stand in line? Do you like the
quality time you spend with your dentist? Dont you love it
when you spend more time at the gate than the actual flight
takes?

TRIZ Bitz

1. Stop stressing over the daily value of your 401K, its a

long-term investment
2. Is this argument really going to matter tomorrow?
3. Skip worrying about what everyone thinks about you

What can you speed up or skip in your product or service to

improve quality and efficiency?

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32

Blessing in Disguise
Blessing in Disguise is typically applied as follows:
1. Use harmful factors (particularly, harmful effects of the
environment or surroundings) to achieve a positive
effect.
a. e.g. Use waste heat to generate electric power
2. Eliminate the primary harmful action by adding it to
another harmful action to resolve the problem.
a. e.g. Add a buffering material to a corrosive
solution
3. Amplify a harmful factor to such a degree that it is no
longer harmful.
a. e.g. Use a backfire to eliminate the fuel from a
forest fire
Blessing in Disguise is essentially the idea of turning lemons
into lemonade. How can you make a negative factor into a
positive one?
For instance, some entrepreneurial motor heads have learned
that they can use leftover cooking oil from restaurants as a fuel
to power their cars engine. Theyre essentially taking a waste
product and turning it into a valuable resource. Or think about
singing the blues. Some of the greatest recording artists of our
time have taken a bad scenario and made their experiences into
a hit record.
Another example is computer virus attacks or firewall breaches.
When a hacker breaks into your companys Web site, how do

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you turn that into a blessing in disguise? One great idea is to

go hire the people. Ive actually worked for firms that did just
that. Some hacker would break into the firewall and figure
out something we didnt know. Rather than getting angry, we
decided to use their knowledge to our advantage and made
them a part of our team.

Breakfast with the Birds

My wife and I recently took a trip to Australia. One of the
stops on our trip was Port Douglas, a small town in Far North
Queensland. Port Douglas has beautiful beaches that are really
remote and pristine. On our first morning at the hotel, we asked
the concierge, What are some of the more popular things
people do while they are here?
The concierge immediately suggested Breakfast with the Birds,
a popular tourist attraction in the region. The program sounded
like a unique concept, so we decided to give it a go.
The concept sounds kind of weird, but the
breakfast was actually pretty cool.
They had a breakfast buffet set
up outside with a canopy
suspended over the eating
area. All these different species
of birds were allowed to walk
around on the ground underneath
(and sometimes on) the tables.
When youre finished eating, you get to wander around the
rest of the habitat, and feed and pet the kangaroos. Getting up
close and personal with exotic species of birds was a really neat
experience, and a very unique idea.
When the founders initially came up with their concept, they
were most likely trying to figure out how to keep the birds away

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from the food. Birds flying overhead and dropping you know
what on the customers plates was not on the agenda. So they
thought, How can we make this work?
Thats a question you should always ask yourself. What would
it take to make this idea work?
The founders ultimately ended up designing the canopy over
the eating area so that most of the bird species cannot fly over
the tables. Rather than viewing the birds as an obstacle to their
plan, they turned lemons into lemonade and made the birds
a key selling point of their product. The birds were, in fact, a
blessing in disguise. The owners of Breakfast with the Birds took
available resources and applied them much more effectively.
We had also included a Rainforest Safari on our Australia
itinerary. The Safari had caught our attention because of the
way the trip was advertised: small groups only. The Safaris
Web site promised that there would never be more than four
people on the tour.
David Armbrust, the founder of Rainforest Safari and our tour
guide, arrived at the hotel on the day of our trip and picked us
up in his Jeep. I quickly realized that the group size restriction is
primarily in effect because David can only pick up four people
in his Jeep!
David drove us about 40 minutes up into the mountains and
into the rainforest. Sure enough, once we got out of the Jeep,
kangaroos, wallabies, and exotic birds approached our group
in search of the treats David had tucked in a pouch around his
waist.
As we stood there, watching David distribute sweet potato and
peanut snacks to all of the animals, a question dawned on me. I
asked David, How do you have access to the rainforest?

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He informed me that he owned the piece of land, and said,

Well, this is basically my house.
This guy picks you up in his Jeep and takes you to his backyard.
He used all of his available resources, things that he already
owned, to start his own business.
I asked David how long he had been feeding the animals, and
he told me hed been doing it every day for the last 20 years.
I said, OK, so you were already feeding the animals, when one
day it occurred to you to bring people along for the ride and
charge them $250 a piece?
David just smiled.
Hes booked about five days a week on this Safari Tour by using
his available resources and applying them more efficiently and
effectively.
Look at all the available resources you have in your business.
Some of these resources might seem kind of invisible at first,
but you already have all kinds of resources that you can use
more effectively to market your product better or to provide a
better product or service.

TRIZ Bitz

1. What great things are going to happen when gasoline

reaches $10 gallon? How can your business capitalize
on the price of fuel?
2. When someone gets laid off from their job, arent they
almost always happier with the next one?
3. Remember Viagra? They could have scrapped the pill
when it failed as a medication for hypertension.

Available resources. How can you best use them? Can you make
lemons from lemonade in your business?

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Do Good Ideas Always Work?

The mind is full of clever ideas. But few of them will actually work.
My friend John Young says, A smart man makes a mistake, learns
from it, and never makes that mistake again. A wise man finds a smart
man and learns from him how to avoid that mistake altogether.
But not everyone who makes a mistake gains useful knowledge
from the experience. The average person explains away their failure,
forever unwilling to stare into the light and see that their sacred cow
was just a cow.
Are you strong enough to see the truth and name it? Are you willing to
identify the substance of your own mistakes? This humility is the key
to progress.
This week a man told me the story of Betty Crocker cake mixes, the
kind of story that marketing people love to tell: Betty Crocker failed
at first because all you had to do was add milk. Women didnt buy
it because they felt they would be cheating their families. So the
company took the powdered egg out of the mix. Then, when women
had to add both milk and egg, they felt like they were cooking and the
product began to sell.
That person you see at the back of the room is me, holding up a little
sign that says, Piffle and Pooh.
Assuming that the basic facts are true, what probably happened is that
the original mix produced a bad cake; powdered eggs are never as
good as real ones. The explanation that women didnt feel like they
were baking is a romantic misinterpretation of the data.
People make these excuses because its hard to say, Our product
fell below the customers expectations. Its easier to say, We ran into
unforeseeable circumstances. A cardboard weasel will go so far as to
paint his failure the color of success by claiming, we were ahead of
our time.
The problem with making excuses is that we convince ourselves
theyre true, and in so doing, learn nothing. What we might have
learned from the mistake is lost forever, buried under a pile of lies. And
now history must repeat itself one more time.
The weasel who announced the cake mix failed because women are
mysterious creatures was not the last of his breed. This tendency
to save face is why so few people who hold a job for ten years get

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ten years of experience. The average blame-shifter gets one years

experience ten times. Dont let this be you.
To learn things most people will never know, you must:
1. Summon courage
2. See clearly
3. Swallow your pride
4. Speak the truth
And be sure to run with the pacesetters, the risk-takers, the possibility
thinkers, people who will try whats never been done, hitters who keep
their eye on the ball.
And never forget: Stay at the plate until you get a hit. Youre not out
until you quit trying. (The three-strike rule applies only to baseball.
This is the game of life.)
Ive got a bat that will fit your hands perfectly.
Think you can find your way to Wizard Academy?
See you soon.

Roy H. Williams

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33

Feedback
The Feedback lens is technically applied as follows:
1. Introduce feedback (referring back, cross-checking) to
improve a process or action.
a. e.g. Automatic volume control in audio circuits
2. If feedback is already used, change its magnitude or
influence.
a. e.g. Change the sensitivity of an autopilot when
the craft is within five miles of an airport
Anti-skid brakes, heart-rate monitors, quality control systems,
and prototypes are all relatively straightforward examples of
feedback. These systems relate the necessary data straight to
the user (or the machine) so that necessary adjustments can be
made instantly.
Another way to think about feedback is to consider a computer
hard drive. Feedback information is included on the CD or
startup disk that comes with the computer. There is a great deal
of data on the hard drive that gives feedback to the head of the
drive so the computer knows where the data is on the disk.
When the drive is spinning around at incredibly fast RPMs,
the computer needs to know where the data is actually located
so that the computer can locate the relevant information as
necessary.

Straight From the Horses Mouth

We had spent millions on promotional incentives, endcap
displays, and Spiffs for the customer service representatives

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at Circuit City. We were in the middle of the Christmas rush and

Iomega sales were not where they needed to be.
Our marketing department had made a big effort to get the sales
representatives on the floor to sell more Zip drives. They used
cash incentives, clever endcap displays, and signage galore;
basically, they had done everything in their power. Or at least
they thought they had.
As part of the campaign, I had volunteered to spend days,
nights, and weekends on the sales floor talking to potential
customers and trying to help sell our products alongside the
Circuit City reps.
I couldnt figure out why we were having so much difficulty
selling more products, especially considering the additional
marketing collateral and incentives for the sales reps. On a
hunch, I took the store manager to lunch.
So be honest with me. Why do you think we cant sell more Zip
Drives? Are the incentives we put out not attractive enough?
Are the endcaps wrong? Is our message missing the target
audience? Go ahead, give it to me straight. What do you think
is wrong?
After much hemming and hawing from the 23-year-old manager,
I finally got him right where I wanted him. He was about to
commit a cardinal sin. I could see it in his eyes; he was going to
tell me the truth.
OK.you cant tell anyone this or they will can my ass. Do
you really want to know what determines which products we
push?
Of course I do! Whats the secret? Somebody gives you more
money, right? Kickbacks or something like that?

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No, its not that at all. Its wellumm.

Go on , I prodded gently.
OK heres the deal; we simply look at the computer reports
on our PCs every morning and see what is selling in the East
coast stores. Since we are on the West coast, we can see what
is working in the Eastern Time zone before we even open.
Knowing whats hot beforehand makes our lives easier because
we only push those products. The hot items sell fast and easy
for us.
We make commissions on everything we sell, so we make more
money selling more volume. The incentives you manufacturers
give us are all about the same, so they dont really motivate
us.
Really? You base your decisions on what to push by just
looking at what stores on the East coast are doing?
Yeah, its pretty much that simple.
Armed with this incredible feedback, I surmised that if the
company spent a lot more of our marketing dollars targeting
the East coast stores, we would be better positioned to drive up
the companys overall sales.
I presented my findings to Marketing. Of course, I was totally
ignored.
Granted, this feedback was from just one store manager, but he
had told me that all stores operate pretty much the same way.
This kind of feedback surely warranted further investigation,
dont you think? Wouldnt you be curious?

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They didnt. They werent.

(I didnt mention the store managers name in case he still
works there and his boss is reading this. I wouldnt want him
to get canned.)
Never make the same mistake as our marketing team. Feedback
is vital in any business - and the stuff that rocks your paradigm
is usually the most valuable.

TRIZ Bitz

1. Set up a customer feedback link on your Web site

and have inputs automatically e-mailed to internal
managers
2. Ask 12 folks, half who like you and half who dont, to
review your manuscript before it goes to print
3. A toilet uses negative feedback to fill itself up with
water when flushed

How can you use feedback to improve your product, process,

system, or service?

237

o
Mem
ning 2008
r
o
28,
dayM
Mon anuary
J
for

Hello and Goodbye

from John and Jane Doe

January 28, 2008

John and Jane Doe
4321 Happily Thereafter Ave.
Everytown, USA
To the Companies Who Want Our Money,
Yesterdays selling techniques arent working so good. Have you
noticed?
Were betting that your traffic has been trending downward for the past
few months. Are we right? (If were wrong, keep up the good work.
Youre doing all the right things.)
But if your traffic has, in fact, been trending downward, here are some
things for you to think about:
Todays customer expects easy access to information.
And that information includes the price.
Quit trying to romance everything. Cut the hype. Just say it clean and
tight, shoulders back, looking us directly in the eye.
Give us the truth with clarity. Transparency. Openhanded disclosure.
Nothing hidden behind your back.
If you tell us about a product or service online and we wonder what it
costs and we learn the only way youll tell us the price is if we give up
our contact information, we think:
1. Youre charging too much and you know it.
2. You want an opportunity to overcome our objections or
3.Youre planning to contact us and control the conversation with
rigged questions under the pretense that youre consulting us for our
own good.
4. You want us to give you a credit card number,
5. But what you really need is a clue.
Sorry, we dont mean to be rude.
You seem to be sincere in your confusion about why traffic is down
and were just trying to tell you the truth you need to hear.

238

Yes, its partly the economy.

But youve also lost touch with the times.
Youve got reasons for not disclosing your prices. We understand that.
You dont want to give your competitors the edge or something or
other. But companies with good prices arent afraid to share them. In
their ads. Over the phone. On their websites. From the housetops.
Or at least thats how it seems to us.
Have a great 2008.
John and Jane Doe

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34

Intermediary
An Intermediary is a temporary or nonessential component
of a product or system which can be easily removed. The
intermediary lens can be applied in one of two ways:
1. Use an intermediary carrier article or intermediary
process.
a. e.g. Carpenters nail set, used between the
hammer and the nail
2. Merge one object temporarily with another (which can
be easily removed).
a. e.g. Use a pot holder to carry hot dishes to the
table
A consultant is an intermediary in a business environment. The
consultant comes in to the company to evaluate a certain aspect
of the business or solve a problem and then leaves.
Chemical processes often use this principle. In some chemical
reactions, a specific, otherwise unnecessary substance is
included as an intermediary. The new chemical, Chemical Cs
(a catalyst), sole purpose is to make the main chemicals, A and
B, react faster or move the process along further.
In the old days, bootleggers used salt as an intermediary to hide
their goods. When the bootleggers got a tip that authorities
would be coming on board the ship to look for loot, the smugglers
would put salt rocks on top of the 55-gallon drums of alcohol.
Theyd throw the drums overboard, and the salt rocks would
cause the containers to sink.

240

When the authorities searched the ship, the contraband was

gone. After a while, the salt would dissolve and the drums
would rise back to the surface. The salt rocks served as an
intermediary in the bootlegging process; a temporary step to
improve the end result.
Intermediaries are even making their way into the legal system.
Mediators are quite popular these days in divorce court. Rather
than fighting out battles in the courtroom with expensive lawyers
and legal fees, couples hire a mediator to help resolve the issues
before the parties actually go before a judge. Mediation is big
business in todays divorce-happy society.

Give Em a Piece of the Action

Sometimes an intermediary is necessary to make a project
happen. When I worked for Parker Hannifin, we built flight
hydraulic actuators for almost all of the commercial aircraft
in the world. Boeing actually builds the airplanes, and Parker
Hannifin was sub-contracted to Boeing to build the actuators.
Unfortunately, Japanese Airlines would not give Boeing the
contract to build airplanes for them unless at least one company
in Japan got a piece of the action.
So, we came up with an insane plan to get around this
requirement. We still built the hydraulic actuators at ParkerHannifin, but we shipped the actuators, with a part tag, to a
Japanese company. When the product arrived in Japan, all the
company had to do was glue the tag onto the actuator using
a glue kit that we supplied to them. The company marked the
product up a percentage to make a profit and then sent the
actuator back to Boeing.
We did all the work, and then let the Japanese company do
30 seconds of labor to glue the tag on. This extra, although
seemingly unnecessary, intermediary step allowed us to say

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that a Japanese company was included in the process. As a

result, the Japanese airlines then agreed to a purchase contract
with Boeing.
Boeing was happy to pay the extra shipping costs and the
markup; after all, the extra money was a drop in the bucket in
comparison to the profit from the contract.
Funny what youll do to get the job done, isnt it?

TRIZ Bitz

1. Use a travel agent to book your Australia vacation

2. Hire a tax consultant instead of trying to do it yourself
3. Use Get Friday, your part-time executive assistant,
to proofread your proposal

Can you improve your product or business by adding in an

intermediary?

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35

Self-Service
The lens of Self-Service is exactly as it sounds. This principle is
usually applied as follows:
1. Make an object serve itself by performing helpful
auxiliary functions.
a. e.g. A soda fountain pump that runs on the
pressure of the carbon dioxide that is used to
fizz the drinks; this assures that drinks will
not be flat and eliminates the need for sensors
2. Use waste resources, energy, or substances.
a. e.g. Use food and lawn waste to create compost
In other words, Self-Service implies that either the customer
or the product serves itself. For instance, the Google algorithm
used to generate search results applies the Self-Service lens.
The algorithm is a type of Self-Service because the program is
constantly updating itself.

Diapers, Diabetes, and Daddies

Medical supplies are a great example of Self-Service. Consider
the home pregnancy test. Couples can find out whether or not
theyve conceived a child without ever leaving the comfort of
their own home.
Diabetic testing products are also Self-Service. Blood sugar
monitors, insulin pumps, test strips, and meters work to
measure insulin levels in the blood stream so that the patient
can adjust their medication or insulin supply to keep their
levels normal. This self-serve aspect of the testing supplies
allows diabetic individuals to lead a more normal life, without

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having to make constant visits to their physician.

One new product, a do-it-yourself DNA test, allows parents to
establish the paternity of their children. The Identigene, sold by
Sorenson Genomics of Salt Lake City, lets users answer paternity
questions in the comfort and privacy of their own home. The
company expects to sell about 52,000 tests this year.16
Fast-food restaurants are another application of this lens. When
you visit a McDonalds or Burger King, you are your own
waiter. You walk to the counter to place your order, fill up your
drink, gather your condiments, and pick up your own food.
When you are finished eating, you put away your own trash.
Fast-food chains rely on this self-service element to keep their
prices low.
Look at the recent advancements made in Self-Service centers at
grocery stores and home improvement centers. The self-check
lane used to be a huge pain for customers. However, in the last
year and a half or so, the reliability of these service stations has
greatly improved. Customers like scanning and bagging their
purchases themselves, rather than having to rely on a cashier
and as consumers continue to flock to these Self-Service centers,
more improvements will follow.
Self-Service has also made its way into the airline industry.
Fliers can swipe a credit-card at a self-check-in kiosk and get
their boarding pass without ever seeing a human agent.

TRIZ Bitz

1. Visit www.selfserviceworld.com and youll find

thousands of self service ideas you can apply to your
business
2. ScanBuy software allows you to take a picture of a
product barcode with your cell phone camera and

Whos your daddy? Answers at the drugstore. MSNBC. JoNel Allecia. http://www.msnbc.
msn.com/id/23814032/. Accessed 27 Mar. 2008.
16

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automatically sends competitor pricing

3. A self-service happy hour in the hotel lobby
Is there an element of your product, service, or business that
could be made Self-Service?

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36

Copying
The lens of Copying instructs users to use simple, inexpensive
copies of their product or service. This lens is usually applied in
one of three ways:
1. Instead of an unavailable, expensive, or fragile object,
use simpler and inexpensive copies.
a. e.g. Listen to an audiotape instead of attending
a seminar
2. Replace an object or process with optical copies.
a. e.g. Measure an object by measuring the
photograph
3. If visible optical copies are already used, move to
infrared or ultraviolet copies.
a. e.g. Make images in infrared to detect heat
sources, such as diseases in crops, or intruders
in a security system
Copying can solve many problems in a business. The copy can be
a replication of a part, product, service, or even an experience.

Learning to Fly and Fire

Perhaps the most obvious example is a flight simulator. Rather
than paying for the rental or purchase of an airplane, a would-be
pilot can start learning to fly via a flight simulation. A significant
portion of a pilots instrument flight training can be done on a
simulator. The pilot does not have to actually be in the plane to
begin learning the basics of how to fly.
The military uses virtual reality in Basic Training to prepare

246

soldiers for combat. Soldiers are desensitized to killing enemies

through the use of video games and virtual reality technology.
Obviously the Army cant use real people to prepare their
soldiers to kill, so they use the next best thing a copy.
Applications of this lens are abundant in our digital world. For
example, consider video conferencing, document scanning and
faxing, e-learning programs, and eBooks. Video conferencing
allows participants to interact in a meeting without having to
physically be in the same location.
Similarly, document scanning or faxing allows for a cheap
copy of a document to be quickly and easily sent to multiple
destinations around the world. Rather than sending the original
via the post office, a user can simply scan in the document and
instantly send the paperwork wherever it needs to go.
E-learning programs, or distance learning, allow students to
complete technical programs, trade school, or college courses
from the comfort of their own home. Students can get a degree
without ever having to step foot in a physical classroom. The
virtual course is a copy of the real thing.
An eBook is essentially identical to a printed book, except
that the manuscript is published digitally. eBooks are much
cheaper to produce and make it possible for anyone to become
a published author. YouTube operates on a similar principle.
Rather than making physical copies of a recording, such as a
DVD or VHS, the creator can post their masterpiece online for
the whole world to see without ever spending a penny.

247

TRIZ Bitz

1. Use 3D printing services or stereo lithography to make

your first prototype
2. Post all of your user manuals online in a PDF format
and make them easy to find
3. Swiffer wet disposable cloths revolutionized mops

How can you Copy your product, service, or system to cut costs
or make your product more accessible to consumers in distant
locations?

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37

Cheap Disposables
Paper plates, disposable razors and cameras, and lighters are
all inexpensive products that can be thrown away after one
use. Obviously, theres no need to bring expensive china on
a camping trip or picnic and a disposable camera is usually
preferred for a trip to the water park over an expensive digital
version.
Disposable diapers, plastic cups, and many medical supplies
operate on the same principle. These objects are simple,
inexpensive copies of the real thing, which serve their purpose
and can be thrown away afterward.
This lens is technically defined as, Replacing an inexpensive
object with a multiple of inexpensive objects, compromising
certain qualities such as service life, for instance.
In other words, create an inexpensive copy of your product
or an intermediary product that can be easily replicated and
disposed of after use.

Button Up
When I worked on the space shuttle program, I remember
struggling to find just the right material to grit-blast some parts
on the Solid Rocket Boosters. We needed a material that wasnt
too hard, and not too soft. We experimented with many different
types of materials because when youre grit-blasting a part, you
want to be able to clean the part up and create a pristine surface
to bond to. However, you dont want to take away too much
metal because the metal cases have to be reused. The metal
cases get thinner and thinner from the grit-blasting, and when
they get too thin they become fragile and can no longer be used
due to the pressure requirements.

249

Ironically enough,
one of the best
materials
we
found was plastic
buttons, or rather
the pieces ejected
from the buttons
to create holes for threading. Those tiny little dots of plastic
were inexpensive, and basically a scrap product in button
manufacturing yet they worked really well as a grit-blast
media.

TRIZ Bitz

1. BIC disposable lighter made almost all normal lighters

obsolete
2. Disposable diaphragm that required no inspection,
cleaning, and is not messy
3. Virtual war game where no one really gets killed

Can you improve your product or service using cheap, shortlived disposables?

250

38

Mechanical Interaction Substitution

Waiting for the FTIR machine to warm up is about as exciting
as watching paint dry.
I studied Chemical Engineering in college, and I was assisting
Dr. Holland with some research work for the Oak Ridge
National Laboratory. We were making a chemical soup for
them, a caustic recipe with ingredient names that I forgot
years ago.
Oak Ridge said they could tell us what the soup was for, but
then theyd have to kill us. Sometimes ignorance is bliss.
The soup was suspended in an aqueous solution, which is
scientist lingo for suspended in water. Part of the research
required us to test the concentration of the samples before we
sent them off to Oak Ridge.
To test the concentration we used an FTIR machine. FTIR
stands for Fourier Transform Infrared Spectroscopy. (In case you
were wondering, no, the machine did not come with a flux
capacitor.)
This beast of a machine was a major drain on my social life;
each time we got ready to test a samples concentration, the
machine had to warm up for two hours! To make things worse,
the lab procedures stated that we were not allowed to leave the
machine unattended while turned on.
I have no idea why that requirement was in place; maybe it was
standard-issue student torture, but sitting there for two hours
each time seemed ridiculous, especially when you consider the
test itself took only five minutes.

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The soup was purple. At least that is what I called the color then;
now I guess I would say that the color was better described as a
shade of fuchsia (this unfortunate knowledge may be due to my
nasty exposure to Danielle Steele). Anyway, I had noticed that
the intensity of the color changed based on its concentration. I
could pretty much guess what the concentration was going to
be before I even stuck the sample in the machine.
Then it hit me.
Whats the tolerance required on the concentration
measurement? I had never read the spec, so I went back to Dr.
Holland and asked him. He didnt know either, so I called Oak
Ridge.
Oak Ridge informed me that the tolerance was plus or minus
five percent. I was furious.
Why the hell was I letting this machine crush my social life if
we can live with a range as big as 5%? The FTIR could measure
something like 10,000 times more accuracy than that, but that
degree of specificity wasnt necessary. The whole situation
reminded me of that trap we can all fall into:
Measure with a micrometer, mark with chalk, and cut with an axe
This FTIR was way overkill. I could see plus or minus 5% with
my eyes. Easy.
So I made up several different mason jars of different
concentrations, labeled them, and put them on the window sill.
Then when I got a new sample I simply held the new solution up
to the light, compared colors, and guessed at the concentration.
I had two to three percent accuracy with just my eyes.

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Good enough.
Social life restored. (Not really, I only had one date in the entire
four years I was in college, but I figured the story sounded
better this way.)
Of course I had never heard of TRIZ or any of the lenses back
then, but now I realize that situation was a simple case of
mechanical substitution. I exchanged a mechanical machines
results for an optical one my eye.
The lens of Mechanical Substitution is typically applied in one
of four ways:
1. Replace a mechanical means with a sensory (optical,
acoustic, taste, or smell) means.
a. e.g. Replace a physical fence to confine a dog
or cat with an acoustic fence with a signal
audible only to the animal
2. Use electric, magnetic, and electromagnetic fields to
interact with the object.
a. e.g. To mix two powders, electrostatically
charge one positive and the other negative.
Either use fields to direct them, or mix them
mechanically and let their acquired fields cause
the grains of powder to pair up.
3. Change from static to movable fields, from
unstructured fields to those having structure.
a. e.g. Early communications used omnidirectal
broadcasting. We now use antennas with very
detailed structure of the pattern of radiation.
4. Use fields in conjunction with field-activated (such as
ferromagnetic) particles.

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a. e.g. Heat a substance containing ferromagnetic

material by using varying magnetic fields.
When the temperature exceeds the Curie point,
the material becomes paramagnetic and no
longer absorbs heat.

Whats that Smell?

Many people dont realize that propane actually has no inherent
smell. The foul odor is added intentionally so that people can
identify when there is a gas leak in their home. Butane and
other hydrocarbons do not have a scent either; the odor is
always added. The mechanical means for detecting a leak, such
as a mechanical or electrical sensor, are replaced by the sense of
smell.
Remote controls are another example of this principle. No one
gets off their butts to turn the channel or change the volume
anymore. Remotes communicate with their devices via infrared
or radio signals. The remote uses electromagnetic fields to
interact with the object, rather than forcing the user to physically
control the machine.

TRIZ Bitz

1. Black and Decker laser tape measure

2. Use a digital camera to survey property
3. Wireless computer mouse

I was doing more work than necessary in Dr. Hollands lab. Are
you making the same mistake? How can you use Mechanical
Substitution to replace a mechanical means with a sensory
means in your product or service? Could the sense of smell,
taste, sound, or sight replace a mechanism in your business?

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39

Pneumatics and Hydraulics

Pneumatics and Hydraulics refers to the use of gas and liquid
parts of an object instead of solid parts, such as inflatable, liquidfilled, air-cushioned, or hydro-reactive parts. For example, a
vehicle can store energy from deceleration in a hydraulic system
and then use the stored energy to accelerate later.
Basically, Pneumatics and Hydraulics is the use of a gas or
liquid in place of solid parts.

Light as Air
Have you ever seen those really cool, outdoor, inflatable
projection screens at conferences or big events? These projection
screens are filled with air and can be used to make an instant
movie screen. The air-filled screen is greatly preferred to solid,
fixed structures that require installation on site. Inflatable
projection screens allow users to temporarily transform a
location into a high-tech, outdoor movie theater.
I believe air is also the preferable means of travel on a float trip.
I frequently go tubing down the river in Utah, and Im always
amazed at how much trouble people have with their kayaks
and canoes. Their little boats are constantly getting banged and
beaten up by the rocks in the river. My inflatable inner tube,
on the other hand, just bounces off obstacles and there are no
issues with rocks. Floating is smooth sailing for me in my air
ship.
Air mattresses are another great example of Pneumatics and
Hydraulics. Hosts can create an extra bed for their guests by
simply pulling the mattress out of the box and inflating the bed.
Air beds are much easier to store than an actual mattress, making

255

these pallets a simple solution to providing a comfortable place

for guests to rest.

Shoe manufacturers also utilize this principle to make a more

comfortable product. As youll recall from the Universal
Network chapter, the Reebok Pump uses an air pump in the
shoe soles to give users an extra lift. Dr. Scholls created shoe
sole inserts filled with gel, rather than using an insert filled with
a solid material. Are you gelling?
Pneumatics and Hydraulics does not have to be applied literally.
For instance, a person can liquidate their assets, and convert
their funds into cash.

TRIZ Bitz

1. Water knife that can selectively cut pathological tissues

without damaging nerves
2. Mars Landers uses airbags to bounce land on to the
surface
3. Inflatable air travel U-pillow converts easily from
storage to use

Can you transform a solid part in your business or product into

a gas or liquid and improve efficiency?

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40

Flexible Shells and Thin Films

How about Blow-up Dolls?
After I throw that idea out there, I simply allow the visual to
sink in and wait for the expression of disgust, especially from
the females in the room.
In the da Vinci and the 40 Answers workshop, I throw this
example out when we get to this lens:
Flexible Shells and Thin Films.
Of course, the audience
immediately assumes I am
talking about products for
romantically-challenged
males, but I am not. The
example I am talking about
is using an inflatable doll,
dressed in a cop uniform, as a
dummy police officer sitting in a parked squad car on the side
of the road.
I guarantee youll hit the brakes as soon as you see this
inanimate police man. You cant tell that the doll is not the real
thing, until you have already passed by. This sort of illusion is
popping up everywhere as a means to get commuters to slow
down, without having to pay someone $25 an hour to just sit
on their butt holding a radar gun.
Where else would this kind of application work?
The Flexible Shells and Thin Films lens is technically defined as:

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1. The use of flexible shells and thin films instead of

three-dimensional structures.
a. e.g. Use inflatable, thin film structures as winter
covers on a tennis court or pool
2. Isolating the object from the external environment
using flexible shells and thin films.
a. e.g. Float a film of bipolar material (one end
of hydrophilic, one end hydrophobic) on a
reservoir to limit evaporation
Consider Tylenol gel capsules. Gel caps get into the consumers
blood stream more quickly than traditional, powder-based
tablets, providing faster relief from aches and pains. The thin
shell serves to encapsulate the gel in the bottle. The shell
dissolves in the digestive tract and the pain reliever is absorbed
into the blood stream.
Have you ever noticed that a Coors Light can is a lot thinner
than a Budweiser can? The Coors can is made from a very
thin piece of aluminum. This thin shell that encases the Silver
Bullet beer is lightweight and inexpensive to produce. In
fact, the aluminum is so thin that the can would not be able to
withstand the weight of the cases stacked on top of each other
if the can wasnt supported by the pressure of the carbonation
in the beer.
Hand warmers and baby bottle warmers are another application
of flexible shells and thin films. If you ever examine a hand
warmer, youll see that the warmer is actually encased by a
flexible shell. You actually have to remove the packaging and
shake or break the contents of the warmer to activate the heating
element.
Baby bottle warmers work in much the same way. You boil the
warmer to set up a chemical structure inside the bag. Then, you

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wrap the warmer around the baby bottle. Once you squeeze it,
the flexible film inside breaks and allows the warmer to create
an exothermic reaction and heat up the bottle.

Protection and Prevention

Two examples that stand out in my mind are surgical gloves
and condoms. Surgical gloves have to be strong enough
to ensure sanitary conditions for both the patient and the
physician. These gloves protect patients from exposure to
potentially infectious matter, and guard health professionals
from exposure to diseases and viral infections living in bodily
fluids.
The condom is designed in a similar fashion. Condoms must be
waterproof, elastic, and durable to protect people from sexually
transmitted diseases and to prevent unwanted pregnancies. At
the same time, this protective layer has to be thin enough so as
not to hinder the sensations of sexual intercourse.
A flexible shell or thin film does not have to be a physical object.
Many corporations utilize open door policies that encourage
employees to address their grievances with the companys
executives or CEO when the employee believes middle
management will be either unable to resolve the conflict or will
retaliate against the employee for making the complaint. The
open door policy is symbolic of a thin shell because employees
can break through the company hierarchy to access upper-level
management without hindrance.

TRIZ Bitz

1. Hard contact lenses replaced by soft

2. Soccer shin guards for improved flexibility and comfort
3. Bicycle seat made of thin padding over a flexible shell
that uniquely shapes to the individual

How could the application of a Flexible Shell or Thin Film

improve your product or service?

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Tomorrow Has Come.

When The Cluetrain Manifesto was published in 1999, it smacked of

silly futurism, like Maxwell Smarts shoe-phone and Dick Traceys TVwristwatch.
Both of which are now possible.
Likewise, the societal shift predicted by The Cluetrain is already
happening. Can you feel it?
Heres a look at a few of the 95 Theses of The Cluetrain Manifesto.
These statements were laughed at when they first appeared 8 years
ago, but no ones laughing anymore:
1. Markets are conversations.
Are your ads a conversation with your customer, or are they a pompous
lecture?
2. Markets consist of human beings, not demographic sectors.
Are you marketing to people with names and faces and favorite places,
or are you marketing to a target?
3. Conversations among human beings sound human. They are
conducted in a human voice.
Are your ads written the way people talk, or the way ads talk?
4. Whether delivering information, opinions, perspectives, dissenting
arguments or humorous asides, the human voice is typically open,
natural, uncontrived.
Would the public describe your ads as open, natural and
uncontrived?
15. In just a few more years, the current homogenized voice of
business the sound of mission statements and brochures will
seem as contrived and artificial as the language of the 18th-century
French court.
Wow. Thats already happening. Youve noticed it, havent you?
22. Getting a sense of humor does not mean putting some jokes on
the corporate web site. Rather, it requires big values, a little humility,
straight talk, and a genuine point of view.
What are your values? Do you admit your mistakes? Do you talk
straight, or go sideways? Are you willing to say what you really think?
23. Companies attempting to position themselves need to take a
position. Optimally, it should relate to something their market actually
cares about.

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Ive said it often: Most ads arent written to persuade. Theyre written
not to offend. Do you have the courage to take a position and suffer
the wrath of those who disagree? Will you choose who to lose?
24. Bombastic boasts We are positioned to become the preeminent
provider of XYZ do not constitute a position.
In my 1998 book, The Wizard of Ads, the fourth of my Twelve Most
Common Mistakes in Advertising (chapter 35) was: Unsubstantiated
Claims. Advertisers often claim to have what the customer wants, such
as highest quality at the lowest price, but fail to offer any evidence.
An unsubstantiated claim is nothing more than a clich the prospect
is tired of hearing. You must prove what you say in every ad. Do
your ads give the prospect new information? Do they provide a new
perspective? If not, be prepared to be disappointed with the results.
Is your business in step with the fast-coming future?

Roy H. Williams

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Porous Materials
According to American Heritage Dictionary, porous is defined as
full of or having pores; admitting the passage of gas or liquid
through pores or interstices; easily crossed or penetrated.
Porous Materials is usually applied as follows.
1. Make an object porous or add porous elements such as
inserts or coatings.
a. e.g. Drill holes in a structure to reduce the
weight
2. If an object is already porous, use the pores to
introduce a useful substance or function.
a. e.g. Use a porous metal mesh to wick excess
solder away from a joint
Deck design relies heavily on the addition of porous elements.
Most people dont think about a deck in this way, but one of
the most important things about designing outdoor decks is to
make sure the gap between the planks of wood is big enough,
or porous enough, to allow water and dirt to flow through. On
the other hand, you cant make the gaps so large that a womans
heel would get stuck in the space.
If youve ever been to a wedding reception or other formal event
where many of the women are wearing heels, youll know that
poor deck design can be a nightmare. Women step in between
the planks and break off their heels, and its just not a pretty
picture. However, the porous gaps are a necessary element of
the decks design to allow for the release of external elements
(i.e., dirt and water).

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In the Western part of the U.S., many people do not have air
conditioning units. Instead, swamp coolers, also known as
sump coolers, are used to cool homes and office buildings.
Swamp coolers are evaporative coolers. The cooler uses a
porous mat that allows water to flow through and evaporate.
A fan draws air through the vents on the sides of the machine,
which is then run through the porous pads. The heat in the air
evaporates the water from the pads, allowing cooled, moist air
to be delivered into the building.
Porous Materials does not have to be applied literally. Your
business can be made porous through the use of customer
advisory boards, an open house, or allowing customers to
sit in on a meeting. Find ways to let the customers into your
business.

The Complaint Sponge

Ive always thought that there should be a customer complaint
sponge in restaurants and hotels. Imagine if there were a
person whose sole responsibility was to be porous and soak
up customer complaints like a sponge. Customers love to
complain, so why not make listening to their issues a full-time
job? Customers would be happier knowing that their voice was
being heard, and the rest of the employees would be thrilled
that they werent having to listen.
If a customer was unsatisfied with the degree of customer
service, or was unhappy with an aspect of the product, theyd
know exactly who to talk to. The customer complaint sponge
shouldnt be another guy standing around in the lobby in a
sport coat; they should be dressed in a different kind of uniform
(maybe like a sponge!), so that everyone would know that
persons sole responsibility was to listen to complaints.

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TRIZ Bitz

1. A hiking vest which incorporates a porous polyester

shell to reflect the suns rays and to allow air to flow
freely through it
2. A porous marine matting that protects your boat, your
feet, and your dock
3. Porous pavement with a stone reservoir underneath
that temporarily stores surface runoff

How can you make your company or product more porous?

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Color/Clarity Changes
Do you remember when Dr. Yarborough gave me a 9 and you
a 10 on that pop quiz?
No, not really.
The score was out of a 100!!
Ohyeahnow I remember.
Mitch Culbreath and I had not spoken since college, which
had been some 25 years ago. He had googled my name on a
whim, found me, and picked up the phone. After we covered
the basics jobs, where we live, pets, and so on I asked him
what his wife did for a living.
He told me she was a color consultant.
A what?
Yeah... thats what all the guys say.
Roy Williams latest project, Thought Particles, is based around
the intriguing question: What is the smallest unit of Thought?
Only after science had deconstructed matter into its constituent
components its smallest particles were we able to design
substances with the specific characteristics we desired.
Similarly, if we want to design an idea, make an accurate
statement, transfer a feeling, capture a mood, paint a mental
picture, send a signal, or persuade a person, we must craft a

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message with specific characteristics. We do this by consciously

or unconsciously arranging the constituent components of
thought: thought particles.
Thats really all I want to say about thought particles here; that
subject matter could fill many volumes of books. I mention
thought particles because the results of this research revealed
that we communicate through 12 languages of the mind. One
of these languages is color.
Knowing this, I am always curious and intrigued if I can learn
more from people who are experts in color. Of course I had to
have a chat with Mitchs wife.
Mitchs color consultant wifes name is Robin Culbreath
and she is the founder of Robin Culbreath Limited. Robin is
the creator of TrendLab Report: the foremost consumer lifestyle
design trend and color forecast report.
Mark, I hate to say this, but most men just dont get what I do.
I think it took Mitch nine months before he finally understood.
What I do is this; I identify, interpret, and translate consumer
lifestyle design trends and color for primarily the home
furnishings industry, but others as well.
As I spent more and more time with Robin, I finally started to
understand what she does. She does infinitely more than just
consult on color. But for our purposes, lets stick to the color
discussion because it is extremely powerful.
Robin looks at trends and predicts what product manufacturers
should be making a few years in the future, including what
colors are going to be hot. Trends can last three to seven years
and one of the primary things manufacturers can do over these
years, to keep the product looking fresh and to give it longevity,
is to change its color and manage the color evolution over time.

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Making color changes to a product is infinitely cheaper than

changing the actual design and retooling the product.
You can dramatically extend the life of a product line by
changing the products color and keeping the look fresh.
Here is a great example that Robin shared with me. 3M Post-it
Notes have had the same line of neon colors for years. Robin
spent months and months convincing 3M that the Post-it Notes
were in dire need of a color face-lift. Not everyone likes neon,
you know.
She was finally successful in getting her Sweet Pea selection of
colors approved, but she almost didnt get one radical
new color approved as part of the package. It
took many, many meetings to get that final
color approved and added into the color
selection. Robin had to go all the way to
the top of the 3M food chain for approval.
What was this radical new color, you ask?
White.
In her industry they have a popular phrase;
Color sells, but the right color sells better.
The principle of Color/Clarity Changes is usually applied in
one of two ways:
1. Change the color of an object or its external
environment.
a. e.g. Use safe lights in a photographic darkroom.
2. Change the transparency of an object or its external
environment.

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a. e.g. Use photolithography to change

transparent material to a solid mask for
semiconductor processing. Similarly, change
mask material from transparent to opaque for
silk-screen processing.
In other words, Color/Clarity Change refers to a change in
color or transparency.

Clarity and Transparency

Have you ever seen the eyeglasses that change in tint? The
tint of the glasses becomes darker when worn outside, to the
point that the regular glasses can serve as sunglasses. When
you walk back inside, the sunglasses transparency increases,
and the lenses become clear again. The tint, or transparency,
of the glasses adjusts according to the level of lighting in the
environment.
Toy manufacturers also utilize transparency when packaging
their products. Have you ever had to open a product while
standing in the aisle of a department store so that you can see
and touch the product inside? Toy manufacturers eventually
got smart and designed their packaging so that kids and parents
can actually see the toy within the box.
Clarity also plays a role in sports. NASCAR and Motocross
drivers use tear away visors to improve their vision clarity on
the road. Rather than wiping away the mud and dust from
their visors, they just tear away the top layer to create greater
clarity.
Clarity does not apply strictly to tangible objects. The Tylenol
scare in the early 1980s (which we discussed earlier in this
book), is a great example of clarity change from a non-technical
View Point. After seven consumers died as a result of ingesting

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potassium-cyanide laced capsules, Tylenols management was

very transparent and took full responsibility for their actions.
Tylenol executives promised to take prompt action to prevent a
similar situation from ever occurring again.
Even though the capsules were believed to have been tampered
with by an outside source, Tylenol stepped up to the plate and
took full responsibility for the deaths. Their transparency and
willingness to accept fault for the situation made the fallout far
less severe than it could have been.
How did Iomega become a billion dollar company in the 90s with
the Zip Drive? They took existing technology and substituted
the boring off-white colored plastic exterior that every other
company used with Cobalt Blue.

TRIZ Bitz

1. Plant sticks that change color 2 days before they

need water
2. Fiat car design that changes color based on the
environment
3. Mood rings change color based on how you feel

Color and clarity can make a world of difference in your product

or business profit and productivity. Can you look through the
lens of color and clarity to find a solution for your problem or
to improve your product or service? Can you give your product
a face-lift with color?

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Clarity is the New Creativity

In the language of academics:

The central executive of working memory is the new battleground for

marketers. Writers are successfully surprising Broca, thereby gaining
the momentary attention of the public, but an absence of salience
remains.

In the language of newscasters:

Are your ads gaining the attention of the public but failing to get results?
Find out why and learn exactly what you can do about it. Stay tuned
for complete details. (Insert commercial break here.)

In the language of the street:

Ads have gotten more creative, but they havent gotten more
convincing. This sucks for advertisers and the public isnt helped by
it, either.

In the language of clarity:

Can your product be differentiated?

Can you point out that difference quickly?
Can you explain why the difference matters?
This is effective marketing.

To differentiate your product powerfully and clearly:

1. See it through the eyes of the public.

(Insiders have too much knowledge.)
2. Ignore everything that doesnt matter.
3. Focus on what the public actually cares about.
4. Say it in the fewest possible words.
5. Close the loopholes by anticipating the
customers unspoken questions.

Roy H. Williams

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Homogeneity
Homogeneity refers to:
1. Making objects interact with a given object of the same
material, or material with identical properties.
a. e.g. Make a diamond-cutting tool out of
diamonds

Cut from the Same Mold

Containers and packaging are often made from the same
material as the contents to reduce chemical reactions and
product waste.
For instance, if youve ever worked with polystyrene chips, you
might have noticed that the bag is usually made from the same
material as the chips. You dont have to pour the bags contents
into the mixer; instead, you can just throw the whole bag in
intact.
Another example is the use of cotton thread to sew cotton
material. The cotton fibers in the thread and the material are
identical, and as such can be treated and cared for in the same
manner.
Natural light bulbs operate on a similar principle. These bulbs
create a close replication of sunlight in an indoor room. The
light outdoors is homogeneous with the light indoors, creating
a more natural environment. The light bulbs are so effective and
so similar to natural sunlight, that theyre often used to treat
Seasonal Affective Disorder (SAD), and help individuals with
sight problems.

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In a way, ice cream cones are another example of this lens. The
ice cream cone holds the ice cream, and you eat both parts. The
cone, or holder, is a homogeneous mixture; the holder doesnt
exist alone, rather it gets eaten with the contents and is part of
the process.
Alternatively, think of a movie sequel. The sequel is created
from the same material as the original. The characters, setting,
and premise remain homogenous; in many cases, the sequel is
simply an extension of the original film.

TRIZ Bitz

1. Artificial bone material is made with the same

properties to strengthen dental implants
2. Plastic bottles can be made from corn so they are
biodegradable
3. Make clothes, handbags, shoes, and accessories out of
the same material to reduce costs

Can you make your product or service more homogenous, and

use identical material or material with identical properties?

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Discarding and Recovering

Discarding and Recovering is usually applied as follows:
1. Making portions of an object that have fulfilled
their functions go away (discard by dissolving or
evaporating) or modify these directly during operation.
a. e.g. Use a dissolving capsule for medicine
2. Conversely, restore consumable parts of an object
directly in operation.
a. e.g. Self-sharpening lawn mower blades
In other words, Discarding and Recovering aims to make things
go away after their use has been fulfilled, or repairs itself so that
the part does not need to be replaced.
Medical practitioners utilize this principle daily. Consider
dissolvable stitches, also known as absorbable sutures, and
screws that dissolve in surgery. Absorbable sutures are made of
materials that break down in body tissue after a known period
of time. The disappearing aspect of the stitches is an advantage,
especially when the stitches are used internally, because there
are no foreign objects left in the patients body. Theres also
no need for follow-up appointments to remove the stitches or
screws because the apparatus discards itself.
Temporary tattoos are another example. The body art serves
a temporary purpose, and then disappears after a few days.
Breath strips work in a similar manner. The breath strips serve
a temporary purpose, to alleviate bad breath, and then dissolve
in your mouth.

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Dry ice blasting is a popular process for preparing or cleaning a

surface. Dry ice blasting is similar to sand, plastic, bead, or soda
blasting, but with one distinct advantage. This process utilizes
dry ice particles, which are made from carbon dioxide. When
the dry ice particles fall on the ground, they disappear because
dry ice sublimes at room temperature. As a result, theres no
residue or mess to clean up, because all of the blast material has
disappeared.

TRIZ Bitz

1. Crock-Pot liners that you throw away after one use

2. Creams that make stretch marks go away after
pregnancy
3. Drano disappears after it has removed the clog

Can you make an unnecessary aspect of your product or services

disappear after its use has been fulfilled?

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Parameter Changes
The principle of Parameter Change is usually applied in one of
four ways:
1. Change an objects physical state to a gas, liquid, or
solid.
a. e.g. Freeze the liquid centers of candies and
then dip the centers in melted chocolate, rather
than handling the messy, gooey, hot liquid
2. Change the concentration or consistency.
a. e.g. Liquid soap is more concentrated than bar
soap, which makes it easier to dispense in the
correct amount, and is more sanitary when
shared by more than one person
3. Change the degree of flexibility
a. e.g. Vulcanize rubber to change its flexibility
and durability
4. Change the temperature.
a. e.g. Lower the temperature of medical
specimens to preserve them for later analysis

Melts in your Mouth, Not in

Your Hands
Once again, the medical community
provides a great example of the
application of this lens. Medical
plaster, used to make casts, begins
with a soft material. The soft material
can be wrapped around the affected

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area, and when it cures, the plaster turns hard.

M&Ms also utilize this principle. M&Ms melt in your mouth,
not in your hands. The parameter change was to put a candied
coating around the chocolate so the candies dont melt until you
put them in your mouth.
Parameter change also refers to flexibility. With gas prices at
all-time highs and continuing to rise, many people are finding
ways to work from home. Working from home is an example of
a parameter change in your job.
Temperature change is also a variation in parameter. For
example, you raise the temperature of food in the cooking
process. Cooking at a higher temperature changes the taste,
aroma, textures, and chemical properties of the food.

TRIZ Bitz

1. Floating candles in colored oil

2. Concentrated energy drinks
3. Powdered milk allows longer storage and more
efficient transportation

How can you change the parameters of your product or service

to improve the physical state, concentration, consistency, or
flexibility of your product?

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Phase Transitions
A Phase Transition uses phenomena occurring during phase
transitions, such as volume changes and the loss or absorption
of heat. For example, unlike most other liquids, water expands
when frozen.

Hannibal and Hot Air Balloons

Hannibal is reputed to have used this principle when marching
on Rome. There were large rocks blocking his passage through
the Alps. Hannibal supposedly poured water in the cracks of
the rocks at night. The cold night air froze the water, and the
expansion to a solid state split the rocks into small pieces that
could be easily pushed aside.
Think about the way refrigerators and condensers work. These
machines use the phase transition of gas to a liquid. As highpressure, superheated vapor travels through the condenser, the
vapor loses heat and undergoes a phase transition to become a
cooled liquid. The heat can then be extracted and used to heat a
home. In a refrigerator, the heat is taken from inside the fridge
and released into the environment. Have you ever felt the warm
air on your feet while standing in front of the refrigerator? The
heat is the by-product of the phase transition.
One of the biggest selling points of Guinness beer is the
creaminess of the drink. The creamy texture is achieved by
injecting nitrogen into the beer. The nitrogen changes the phase
of the beer, making it a more gaseous and creamy solution. The
phase transition of the beer gives it unique properties not found
in other ales.
Did you know that hot air balloons run on propane? Most

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people think of propane as the gas or vapor stored in their

barbecue grill tank. However, the average hot air balloon is
approximately 90,000 cubic feet and requires a lot of pounds per
second of fuel. A standard propane tank doesnt work because
you have to burn a lot of propane quickly to be able to generate
enough energy to heat the entire balloon.
You cant burn vapor and have enough energy per second, and
you cant run vapor from the tank to the burner because you
cant move enough pounds per second. So, hot air balloons
use propane tanks that differ from your traditional barbecue
grill tanks. These tanks allow liquid propane to come out of the
tanks, up to the burner, and run coils around the flame in such
a way that liquid is moved in a much stronger and larger mass
up to the burner. The propane changes from a liquid to a vapor
at the flame point.
The only way to get enough pounds per second of energy to the
burner is to have a phase transition and turn the propane from a
liquid to a gas immediately before it is burned. Hot air balloons
require that the propane undergo this phase transition.

TRIZ Bitz

1. Web designers transition to volunteers to create

Katrinalist, a web platform to reunite lost families
2. Software companies that transition into a new phase of
open source code
3. Use of Vitamin E to reduce hot flashes during
menopause
Would a phase transition make your product
or service more efficient or profitable?

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2008: Year of Transition

In January of 2004 I launched a public presentation: Societys 40-year

Pendulum. Audiences from Stockholm to Sydney to Vancouver to
Myrtle Beach will recall my statement, 2003 was the first year in a
6-year transition from the Idealist perspective to the Civic.
2008 will be the sixth and final year of that transition.
Labels like Baby Boomer and Gen-X and Soccer Mom assume a
persons outlook is determined by when they were born. This is a very
foolish assumption.
Look around and youll see that Baby Boomers arent Boomers
anymore. Most have adopted an entirely new outlook and are
becoming part of whats happening now. By the end of 2008 there
wont be a Baby Boomer left in America. The last, reluctant holdout
will finally admit that Woodstock is over, Kennedy is dead, and the
Idealism of the 60s was a wistful dream.
In their 1993 book, Generations, Strauss and Howe asserted that
western society swings from an Idealist outlook to a Civic perspective
and back again with the precision of pendulum. And at the bottom of
each arc, the new views introduced by that generations youth will be
adopted by the adults within 6 years of the tipping point.
1963 introduced the Idealist outlook we associate with Baby Boomers.
1968 was the final year of that transition. By 1969, everyone in America,
regardless of their age, was seeing through rose-colored lenses.
2003 was 1963 all over again, but this time were headed in the
opposite direction.
2008 will be the last year of our transition to a Civic perspective.
Heres what to remember when selling in 2008:
1. Efficiency is the new Service.
Your customer is saying, Quality and price and quick, please. Ive got
things to do. Thanks. Service and selection still matter, but not nearly
so much as they once did. Inefficient organizations built on high-touch
relationship selling will decline. Todays customer is magnetically
drawn to efficiency. This attraction will increase over the next few
years.
2. Authenticity is essential.
Listen to the street. Being cool has become Keepin it real.
Naivet is rare today. Your customer is equipped with a bullshit detector

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that is highly sensitive and amazingly accurate. And the younger the
customer, the more accurate their bullshit detector.
When selling, remember: If you dont admit the downside, they wont
believe the upside.
Pulitzer Prize-winning journalist Leonard Pitts gave us an example of
keepin it real when he opened his syndicated column recently with
the following lines:
Ive got nothing against fame. Im famous myself. Sort of.
OK, not Will Smith famous, or Ellen DeGeneres famous. All right,
not even Marilu Henner famous.
Im the kind of famous where you fly into some town to give a
speech before that shrinking subset of Americans who still read
newspapers and, for that hour, they treat you like a rock star,
applauding, crowding around, asking for autographs.
Then its over. You walk through the airport the next day and no
one gives a second glance. You are nobody again.
Dave Barry told me this story about Mark Russell, the political
satirist. It seems Russell gave this performance where he packed
the hall, got a standing O. He was The Man. Later, at the hotel,
The Man gets hungry, but the only place to eat is a McDonalds
across the road. The front door is locked, but the drive-through is
still open. So he stands in it. A car pulls in behind him. The driver
honks and yells, Great show, Mark!
For the record, I consider Leonard Pitts to be one of the greatest living
writers in the world today. Read his column and see if you dont
agree.
3. A Horizontal Connectedness is replacing yesterdays vertical,
social hierarchy. Labels like white collar and blue collar sound
almost racist today. The new American dream isnt about pulling
ahead and leaving the others behind. Its about becoming a productive
member of the team.
Winning has become less important than belonging.
Listen to the streets. Im number one, gets the response, You aint
all that, dog. You aint all that.
Labor unions were deader than a bag of hammers in 2004, a relic of the
past, so when I predicted that collective bargaining would reawaken
and gain momentum during the coming Civic outlook, audiences often
laughed or folded their arms and curled a lip, thinking I was advocating
organized labor. (I wasnt.)

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Have you heard about the Hollywood writers strike? Expect to see
Wal-Mart unionized in the upcoming years. Hide and watch. See if Im
not right.
4. Word-of-Mouth is the new Mass Media. Video games and
cable TV stripped our kids of their innocence at an early age, but the
Technology that robbed them of idyllic childhood also empowered
them with cell phones, blogs and blackberries.
Viral marketing wasnt created by the advertising community. Its
simply the result of a horizontally-connected generation (1.) sharing
their happy discoveries with each other and (2.) trying to protect one
another from mistakes.
WHAT THIS MEANS TO BUSINESS: Its no longer enough just to have
great advertising. When your customers carry cell phones and can
e-mail all their friends with a single click, you need to be exceptionally
good at what you do.
5. Boasting is a waste of time.
Your customer is saying, Talk is cheap. Actions speak louder than
words. Dont tell me what you believe. Show me.
IN YOUR ADS, do you include proofs of claim your reader, listener or
viewer can experience for themselves?
6. Everyone is broken a little.
And the most broken are those who pretend they are not.
Its time to take the advice of Bill Bernbach, Ive got a great gimmick.
Lets tell the truth.
7. Keep in mind that during the next 12 months, as we complete
the transition from the Idealist outlook to the Civic perspective, these
trends will be accelerated by the facts that:
(1.) Access to information is going up and
(2.) Access to money is going down.
By the way, if I ever win a Pulitzer, Ill immediately start wearing French
shirts with 3-inch cuff links that spell out PULITZER PRIZE WINNER
in diamonds.
But if what I said earlier about the last, reluctant holdout is true, I
expect my attitude will change approximately one second before
midnight on December 31, 2008.
Have a great week.

Roy H. Williams
281

47

Thermal Expansion
Thermal expansion is usually defined as:
1. The use of thermal expansion, or contraction, of
materials.
a. e.g. Fit a tight joint together by cooling the
inner part to contract, heating the outer part
to expand, putting the joint together, and
returning to equilibrium.
2. If thermal expansion is being used, use multiple
materials with different coefficients of thermal
expansion.
a. e.g. The basic leaf-spring thermostat uses two
metals with different coefficients of expansion.
The metals are links so that it bends one way
when warmer than normal and the opposite
way when cooler.
An easy way to explain thermal expansion is to consider the
problem of a tight jar lid. If you cant undo a lid, you can always
heat up the jar to loosen the lid. Similarly, many people use
torches to loosen up tight bolts.

282

My airplane engine is another great example of Thermal

Expansion. One of the biggest problems with Cessna aircrafttype engines, also known as combustion engines, is you can
shock cool them. If you cut the power and descend too quickly,
the engine is cooling very quickly outside while the piston
inside is still hot. You end up shrinking the engine around the
piston, and you can actually make the engine fail. Pilots have
to be very careful upon descent in a piston airplane to avoid
engine failure.

The engine in my plane actually uses a combination of watercooled and air-cooled heads. Because water takes so much
longer to undergo a drastic temperature change, you cant
shock cool the engine.
A less literal application of Thermal Expansion is mixing up
team members in group projects. Pairing someone who is
hot in their career, with someone whos not, will encourage
creativity and productivity in the less outstanding employee.

TRIZ Bitz

1. Relax in a hot tub to cool your temper

2. Use hotter water if material still wont come clean
3. Combine two dissimilar personalities on the project
team to balance heated discussions

How could you look through the lens of Thermal Expansion to

improve your product or service?

283

48

Strong Oxidants
The principle of Strong Oxidants is usually applied as follows:
1. Replace common air with oxygen-enriched air.
a. e.g. Scuba diving with Nitrox or other non-air
mixtures for extended endurance
2. Replace enriched air with pure oxygen.
a. e.g. Cut at a higher temperature using an oxyacetylene torch
3. Use ionized oxygen.
a. e.g. Ionize air to trap pollutants in an air cleaner
4. Replace ozonized or ionized oxygen with ozone.
a. e.g. Speed up chemical reactions by ionizing the
gas before use
Strong Oxidants essentially relates to increasing or decreasing
the concentration of oxygen in an environment. This lens can
be applied especially liberally, and does not necessarily have to
relate to the element of oxygen.

Spark Your Creativity

Instead, consider oxygen as an initiative or spark that changes
the environment.
A student in my class once asked if I was a gamer or if I knew
anything about game-theory training and the ways gamers
design games. Although I know almost nothing about the
topic, his theory was fascinating because theres a great deal
of similarity between game design and Strong Oxidants. The

284

programmer has to make the game interesting to keep players

interested in playing to the next level. They also have to make
the game challenging enough to keep the players attention;
however, the game cant be too challenging or players will give
up and stop playing. There has to be an oxidizing spark that
keeps players intrigued or else the game will fail.
Guest speakers, seminars, and conferences
can also be a strong oxidant. Sending
employees off to a convention can spark
creativity and drastically change the work
environment.
The jester from ancient times is also an
example of a Strong Oxidant. The jesters
primary role was that of a comedian, but the
jester was also a war consultant to the king.
In fact, the jester was the only person who was
allowed to argue with the generals in front of the king.
The generals could come up with a big master plan of how to
attack the enemy, only for the jester to laugh and say, Lets
just not show up for a few months and let the soldiers starve to
death. (By the way, that plan has actually been used to great
success several times throughout history.) The jester was an
oxidant because he was allowed to come in and mix things up
and tell people that their plan was crazy.

TRIZ Bitz

1. Volunteer to be a big brother or big sister

2. Strong oxidant for your physical and mental health: get
a dog
3. Oxygen in a can as a unique gift or party favor

How can you spark creativity and innovation in your business?

285

o
Mem
ning , 2007
r
o
dayM er 10
Mon ptemb
Se
for

The Monster Under My Bed

I learned last week why Im no good at making small talk. The

realization blew my mind.
Pennie and I were sitting in the sun room looking at our computers
when she asked, Did you get the e-mail from Janet?
Yes.
Should I answer it or will you?
You, please. I have no idea how to respond.
Pennie smiled her knowing smile and began to type for both of us.
Our friend Janet had sent us an e-mail just to stay in touch. I enjoyed
reading it, was glad she had sent it, but when it came to typing a
response I was paralyzed.
Hows this? Pennie asked.
I looked at what she had written and was flabbergasted, Princess,
you are the smartest person in the world.
Pennie smiled, then looked curiously concerned. Closing her computer,
she asked, Why is it so hard for you to make small talk?
She knows that chitchatting with people is hell for me. Friends who
know us casually think of me as quiet and mousy, the guy who never
says anything, or ferociously unfriendly, the guy with the giant ego.
I looked at Pennies face and saw she expected an answer.
Well, I began slowly, when a person says something like, How about
this day were having! or asks one of those filler questions like, How
have you been? every response that pops into my head strikes me as
being utterly irrelevant or makes me look completely self absorbed.
That was the Eureka moment. I think I may have actually gasped
a little. With giant eyes I whispered, Its from all the years of ad
writing!
People whove seen me speak from a platform know Im the king of
forceful statements, persuasive arguments and ribald ripostes. But
social situations require low-impact statements, the kind I guard
against every day. Im the bounty hunter who looks for words without
impact and makes them disappear. My job is to keep my clients from

286

making irrelevant statements in their advertising and make sure they

never seem self-absorbed.
Im less embarrassed by my awkwardness now. I think of it almost like
a war wound, Gather round, children, and Ill tell you how I got these
scars. Hows that for putting a spin on it?
Somewhere in this world is the most extraordinary ad writer on earth.
I have no idea who he is.
The only thing I can tell you for sure is that he is socially very
awkward.

Roy H. Williams

287

49

Inert Atmosphere
The principle of Inert Atmosphere is typically applied as
follows:
1. Replace a normal environment with an inert one.
a. e.g. Prevent degradation of a hot metal filament
by using an argon atmosphere
2. Add neutral parts, or inert additives to an object.
a. e.g. Increase the volume of powdered detergent
by adding inert ingredients. This makes the
detergent easier to measure with conventional
tools.
We were once moving 300,000-pound rocket segments around
a brand new building at the Kennedy Space Center. When the
segments come from Utah, there are dozens of accessories that
have to be added to them before they are ready to fly. Of course,
being a new building, the cranes and structure had not been
checked out yet. We didnt want to be testing the reliability of
the new building with 300,000-pound pieces of dynamite, so
we replaced the Ammonium Perchlorate in the fuel recipe with
potassium chloride, an inert substance. The potassium chloride
still made the fuel look and feel like a real propellant, but it
couldnt burn. Because the substance was inert, we were able to
perform many safety operation checks on the facility.
A fire extinguisher is another example of Inert Atmosphere. A
Halon fire suppression system works because it takes the three
components of fire: fuel, spark, and oxygen, and chemically
reacts with them to make them inert.

288

Can you make a hostile environment more inert by

eliminating the troublemaker? You can do so by approaching
them ahead of time and making the situation more inert for
the rest of the team so you can actually get something done.
Handle them separately.

TRIZ Bitz

1. Speed dating where the stress of introduction has been

eliminated
2. Add inert glass micro balloons to resin to turn it into a
paste
3. Quarantine smokers in an airport

What is the cheapest and easiest way to improve a boring or

inert room, office space, or building? Paint the walls.
How can you apply the inert concept to you business?

289

emo
ngM 07
i
n
r
o
20
dayM y 19,
Mon ebruar
F
for

Will You Embarrass Yourself?

Are you anxious to look foolish in front of others?

Will you happily submit yourself to ridicule?
Are you willing to do a thing badly until youve learned to do it well?
Probably not, unless youre the one in five hundred who has what it
takes to succeed.
Only those who dare to fail greatly can ever achieve greatly. Robert
F. Kennedy
The lone pioneer plunges ahead and discovers a world while four
hundred and ninety-nine settlers whine for maps and roads.
America was founded by pioneers.
How might we dull a glistening nation?
1. Pay the dullest and least impressive to educate the children.
2. Create a system of teaching that judges everything as correct or
incorrect. This will allow the dull and unimpressive to easily grade
the childrens tests.
3. Discourage exploration.
4. Reward conformity. Teach that inside the box is good.
5. Celebrate sports. Make sure the children understand that taller,
stronger kids have natural advantages that cannot be overcome. Build
stadiums and hire announcers to shout the names of students who
display physical dominance.
6. Minimize school concerts and science fairs and art shows. Treat
them as though theyre for losers. Have them in the school cafeteria.
Follow these 6 Simple Steps and you can expect:
1. Drop-Outs. Currently, 38 percent of Americas children are dropping
out of high school and that number is rising.
2. Cloned Repetition. Have you noticed that every mall has exactly
the same stores as every other mall and that every city has all the
same restaurants?
3. Death of Industry. The cars of once-mighty GM and Ford no longer
excite us. We want cars designed by the children of foreigners.
4. Street Gangs. If school taught us anything, its that physical
dominance is the key to reward.

290

An outsider, observing how we educate our children, would be forced

to conclude that we value:
1. Efficient mediocrity, and
2. Going in circles
But do we really want to become a nation of Wal-Mart shoppers and
NASCAR fans?
Jeffrey Eisenberg told me that last line would horribly offend you. I
hope he was wrong.
Princess Pennie said that bright, motivated school teachers would
feel marginalized and attacked. This certainly wasnt my intention. I
know that every school has two or three dazzling teachers who are
committed to doing all they can within the current, flawed system. These
teachers know they could earn twice the money in the private sector
but theyre selling their lives just as surely as any other missionary,
and they deserve our respect and admiration. But such teachers are
the exception, not the rule.
Americas school system needs a major overhaul. My goal today is
to remind you that, If we dont change direction soon, were likely to
arrive where we are headed.
Unleash the hounds.

Roy H. Williams

291

50

Composite Materials
The final lens, Composite Materials, is defined as changing
from uniform to composite materials. For instance, composite
epoxy resin/carbon fiber golf club shafts are lighter, stronger,
and more flexible than metal shafts.
Reinforced concrete
Honeycomb structures
Airplanes and composites
A cardboard box
Wood the worlds best overall composite
Have you heard of the Space Elevator project for placing
satellites in orbit without the need for rockets?
The space elevator concept has been around for a long time,
but has never been practical until now.
The analogy is this; take a ball and string. If you tie the string
to the ball and swing the ball around, the string will get tight
and the ball remains at a fixed distance from your hand due to
centrifugal force.
The earth is spinning around at a thousand miles an hour. If you
had a really long string (50,000 miles) and a ball at the end of it
and tied it to the ground, the same centrifugal force of the earth
spinning around at a speed of 1,000 miles per hour would do
the same thing; hold the string tight, straight upward toward
space!

292

Then satellites could crawl up the string and let go of themselves

in orbit.
The problem is theres never been a string material that is
light enough and strong enough to not fall back to earth due to
gravity until now.
We have come full circle back to Buckminster Fuller. Throughout
the history of modern science, carbon has only come in 2 forms:
graphite and diamond. Now there is a third. This form is not
new, it has always existed in nature but science has just missed
it until now.
Bucky Balls were discovered in 1985 by Robert Curl, Harold
Kroto, and Richard Smalley at the University of Sussex and Rice
University, and are named after Richard Buckminster Fuller.
Because this new form of carbon astonishingly resembles
Bucks geodesic dome, the scientists have named the discovery
Bucky Balls.
Bucky Balls are the lightest and strongest material man has
ever known. The material is so strong and so light, the Space
Elevator concept can become a reality, along with a billion other
new products.
Just Google Space Elevator; youll be amazed.

TRIZ Bitz

1. Use Photoshop to combine several images into a

composite
2. Stack multiple solar panels of different absorbance
frequencies to create a more efficient composite design
3. GasBuddy is a Google composite mash up of Google
maps and the lowest pump prices

293

Conclusion
Lenny, Hank, Buck, and Walt were revolutionaries of their time
who changed the shape, scope, and direction of the world we
live in today. Many of these great men were not recognized for
their incredible accomplishments or the significance of their
achievements during their own lifetimes; in fact, most of these
men were perceived by their peers as misfits and rejects who
didnt have a clear grasp on reality. Perhaps Sigmund Freud
explained societys underestimation of their genius best in his
description of Lenny as a man who awoke too early in the
darkness while the others were still asleep.
Lenny, Hank, Buck, and Walt did not describe their methods
for creativity and innovation as The Basics. Although these
innovators could not have been conscious of their common
link, I believe their thought processes are evidence of their
mutual greatness. Like many of the great thinkers of our time,
their creativity flew from them unconsciously, leaving them
blissfully unaware of the uniqueness of their thoughts.
Weve uncovered the basics of these four mens creative
thought processes and examined how these principles align
with the tactics of TRIZ. As these great thinkers have proved,
creativity and innovation can be taught.
The Basics: Peel the Onion, Try It, Sensible Design, Clear as
Mud, View Point, Universal Network, and Ideal Final Result,
as well as The Tactics, the 40 Universal Answers of TRIZ, are
deliberate messages and deliberate tools to generate ideas
quickly and spark creativity and innovation.
I strive to give my readers and students this tool set so they
can consciously harness the incredible power that drove Lenny,

294

Hank, Buck, and Walts creative genius and come up with some
crazy, wonderful, new ideas of their own.
At the Wizard Academy, we celebrate the weirdos, renegades,
and mavericks of the world. We celebrate the wisdom of
absurdity and audacity and understand the importance of
thinking outside the box. We encourage people to escape into
their right brain and strive to teach these right-brain concepts
in a way that everyone can comprehend.
It is my greatest hope that you use the tools of the Basics and
the Tactics to one day change your own world. I hope that you
share your newfound knowledge and help others escape from
the cage of their left brain and the restrictiveness of what cant
be done.
I hope that you can walk away from this book with some truly
great and unique ideas that will change the way you do business
and the way that you approach life.

295

Afterward
Remember James Micheners advice to his students to take
ceramics and eurhythmic dancing? How many got off their butts
and actually did it? Are you going to put this book away and
say, Yeah, I get it, but then not do a single thing differently?
I sure hope not.
You have to take what you learned and apply the knowledge to
your business and life. This book wont do you a bit of good if
you just fall back into the-way-weve-always-done-it mode.
So go out there and apply the tools and concepts I have
talked about and when you do, I want to hear about your
experience.

Free Marketing and PR for your Company

My next book, currently in the works, is called da Vinci and 40
Answers, Success Stories. I am collecting stories from readers who
took the initiative, applied some of the lessons in this book, and
made a difference.
Send me your story and youll get some really great marketing
and PR for your company for free. Your company and story may
be showcased in:
The book da Vinci and the 40 Answers, Success Stories
My corporate workshops
My keynote presentations
Submitting your success story is a great way to get some
additional exposure for your company in the most positive
light imaginable. You will be showcased as a leading-edge
thinker and doer in your industry. Youll be recognized as a

296

leader in creativity and innovation.

So go ahead and just send me a short description of your story.
Or, if you want to just contact me to say hello, visit the da Vinci
and the 40 answers Web site at:
www.davinciandthe40answers.com
Lets roll!

297

Glossary
40 Universal Answers also known as the 40 Principles of
TRIZ; the answers to the 1,500 basic problems.
Brainstorming Rules a list of 10 rules that should be utilized
in brainstorming sessions to achieve the optimal result.
Brocas Area the part of the brain that serves as the gatekeeper
for keeping boring experiences out of your memory. Brocas
area only allows unusual, exciting, or otherwise unexpected
things to be stored in your brain.
Buckminster Fuller (July 12, 1895 to July 1, 1983) best known
for the creation of the geodesic dome, Fuller was a philosopher
who once embarked on an experiment to discover what the
little, penniless, unknown individual might be able to do
effectively on behalf of all humanity.
Duality the concept of equal but opposite; a dual state or
quality, composed or consisting of twofold or double character
or nature
Genrikh Altshuller (October 15, 1926 to September 24, 1998)
a Russian engineer, scientist, journalist, and writer; famed for
his creation of TRIZ, a model-based technology for generating
innovative ideas and solutions.
Ideal Final Result Describes the solution to a problem, without
jargon, independent of the mechanism or constraints of the
original problem; the ultimate idealistic solution of a problem
when the desired result is achieved by itself.

298

Left Brain the hemisphere of the brain that uses analytical

thought; uses vertical, rational, deductive, and sequential logic.
The left brain is the predominant mode of thought for most
individuals.
Leonardo da Vinci (April 15, 1452 to May 2, 1519) a polymath:
architect, anatomist, sculptor, engineer, inventor, geometer,
futurist, and painter; Leonardo conceived visions of technology
and innovation that were vastly ahead of his time.
Right Brain the hemisphere of the brain that uses pattern
recognition and horizontal thought; uses systemic logic to solve
not only one specific problem, but all other problems that are
connected to the issue. The right brain is tied to intuition.
SBIR Small Business Innovation Research; a government
grant program designed to encourage collaboration between
the public and private sectors and stimulate technological
innovation opportunities for small business owners.
Scientific Method a problem-solving process; attempts to
prove a theory by demonstrating that the theory cannot be
disproved.
The Basics the principles of thought used as the foundation for
establishing a creative mindset. The basics are: Peel the Onion,
Try It, Sensible Design, Clear as Mud, View Point, Universal
Network, and Ideal Final Result.
The Tactics real-life solutions to universal problems, based on
the 40 Universal Answers or Principles of TRIZ.

299

TRIZ (pronounced trees) created by Genrikh Altshuller, TRIZ

is the Russian acronym for The Theory of Inventing Problem
Solving, a model-based technology for generating innovative
ideas and solutions. Originally designed to solve engineering
and design issues, however, the principles of TRIZ are now
being successfully applied to both social issues and business
dilemmas.
Walt Disney (December 5, 1901 to December 15, 1966) one of
the most influential and innovative figures in the 20th century
entertainment industry; famed for his creativity and ability to
communicate the big picture.
Wizard Academy a 21st Century Business School; founded in
2000.
Words of the Wizard insights from Wizard Academy founder
and one of the top business thinkers of today, Roy H. Williams.
Roys Memo can also be found at www.mondaymorningmemo.
com.

300

Index
Symbols
2nd Space Operations Squadron 39
40 Universal Answers 9

A
Acura TSX 69
adoption 85, 86, 88
AIDS 99, 100
Air Force 39, 67, 119
Alan Lightman 47
Albert Einstein 29, 112
Another Dimension 212
Ansari X Prize 114, 116
Asymmetry 163, 164, 165

B
beagle 19, 76
Becker 42, 44, 86
Beforehand Compensation 193, 194, 195
Blessing in Disguise 228
Blue Ice Vodka 70
Boeing 241, 242
Breakfast with the Birds 229, 230
Brocas area 78, 98
Buck 24, 28, 30, 133
Buckminster Fuller 9, 25, 28
Burt Rutan 114

C
California Milk Processor Board 153
Challenger 39, 101, 134
Charlie \Tremendous\ Jones 47
Cheap Disposables 249
Chip and Dan Heath 97
Chuck Yeager 41
Clear as Mud 74, 133
CN Tower 213
Color/Clarity Changes 265, 267

301

Columbia 101, 134

commanders intent 98
Composite Materials 292
Continuity of Useful Action 223, 224
conventional wisdom 34, 35, 41, 42, 46, 47, 62, 156, 186
Copying 246
corpus callosum 14
creativity 8, 9, 11, 25, 27, 29, 30, 31, 34, 39, 46, 75, 76, 77, 81, 88, 94, 103,
109, 110, 113, 116, 129, 131, 165, 169, 283, 285, 294
Curvature 203, 204

D
Dave Campbell 94
David McInnis 119
Dean Rotbart 156
deductive reasoning 12
Department of Defense 90
Discarding and Recovering 273
Disney World 212
DNA 90, 201, 244
Drawing on the Right Side of the Brain 103
Dr. Betty Edwards 103
Dr. Dane 113, 114
Dr. Edward Jenner 50
Dynamics 206

E
Einstein 38, 112
Elizabeth Smart 89
EPCOT 30
Equipotentiality 196
erectile dysfunction 49

F
Feedback 234, 237
Flexible Shells and Thin Films 257
frameline magnetism 152

G
Genrikh Altshuller 9, 10, 25, 26, 30
geodesic dome 29
Global Positioning System 38
Goodby, Silverstein & Partners 153

302

Got Milk? campaign 153

Guinness 277

H
Hank 24, 26, 30, 133
Homogeneity 271
Humphrey Davy 111
hypothesis 12, 55, 103

I
Ideal Final Result 117, 119, 133, 145
IFR 117, 118, 119
IMAX 212
Inert Atmosphere 288
innovation 8, 9, 11, 25, 27, 30, 31, 34, 54, 94, 110, 111, 113, 116, 134, 146,
165, 169, 285, 294, 297
Intermediary 240

J
Jared campaign 100
John F. Kennedy 99
John Forbes Nash 111

K
Ken Jennings 55
Kennedy Space Center 288
Kerry Mullis 201
Kurt Vonnegut 20

L
left brain 13, 14, 18, 19, 20, 65, 76
Lenny 24, 25, 26, 30, 47, 133
lenses 10, 143, 165, 181, 197, 204, 253, 268
Leonardo da Vinci 9, 25, 26, 30
Local Quality 156, 157, 158, 159, 160

M
Mac 63
Made to Stick 97, 99
magnetic poles 74, 81
marketing 8, 10, 46, 62, 63, 69, 77, 95, 96, 151, 153, 164, 165, 171, 174,
191, 210, 235, 236, 237, 296

303

Mechanical Interaction Substitution 251

Mechanical Vibration 217, 219
Menlo Park 111
Merging 167, 169, 170
Microsoft Windows 175
Mike Sherwood 120
Mileva Maric 112
Mitch Culbreath 265
Mona Lisa 26
Multifunctionality 173
multisensoric packaging 61
mutually exclusive 13

N
NASA 66, 101, 102, 116, 134
NBA 99
Neil Armstrong 41
Nested Doll 175, 176
Netflix 176
Niels Bohr 13
Nobel Prize 13, 111, 112, 113, 201
Nutty Guys 175

O
O-rings 39, 163

P
Parameter Change 275
Parker Hannifin 241
Partial or Excessive Action 208
patents 10, 27, 28
Pat Riley 193
Peel the Onion 32, 133
Periodic Action 221
Phase Transition 277
Phil Baker 180
Phone-Card-Phone 109
Pneumatics and Hydraulics 255, 256
Polymerase Chain Reaction 201
Porous Materials 262, 263
Post-it Notes 267
Preliminary Action 190
Preliminary Counteraction 186, 187

304

R
Radio-Frequency Identification 227
Rainforest Safari 230
Randice-Lisa Altshul 109
Reebok Pump 110, 256
RFID tag 227
Richard Feynman 41
right brain 9, 13, 14, 15, 19, 20, 22, 76, 104
Robert Frank 152
Robert Fulton 111
Robin Culbreath 266
Rolls Royce 69
Roy H. Williams 8, 10
R&R Partners 153

S
Sally Ride 41
SBIR 134
scientific method 12
score.org 46
Segmentation 144
Self-Service 243, 244, 245
Sensible Design 60, 68, 71, 133
Sidenafil 49
Sigmund Freud 25, 74
Skipping 225, 226
Skype 176
Sly as a Fox 146
Small Business Innovation Research 134
smallpox 50, 51
solar radiometer 34, 35
Solar Sailor 114
Solid Rocket Boosters 32, 65, 249
SpaceShipOne 115
Steve Jobs 63
Strong Oxidants 284
swamp coolers 263
Sydney Bay Bridge 170
Sydney Harbor 113

T
Taking Out 150, 151, 153
Temple Grandin 145

305

The Age of Speed 225

The Last Supper 26
The One Page Proposal 193
Theory of Inventive Problem Solving 10, 27
The Other Way Round 200, 201
Thermal Expansion 282, 283
Thomas Edison 111
Thought Particles 265
time travel 37, 38, 39
Toss and Chop 110
TRIZ 10, 27, 30, 141, 142, 143, 150, 156, 165, 169, 179, 226, 253
TRIZ Bitz 143, 147, 153, 160, 165, 172, 174, 176, 182, 187, 192, 195, 197,
202, 205, 207, 211, 213, 220, 222, 224, 227, 231, 237, 242, 244, 248,
250, 254, 256, 259, 264, 269, 272, 274, 276, 278, 283, 285, 289, 293
Try It 54, 133
Tylenol 101, 258, 268, 269

U
Universal Network 109, 130, 133, 226, 256
Universal Studios 94, 95, 96

V
Viagra 49
View Point 85, 132, 133, 134, 268
Vince Poscente 225
Vitruvian Man 26
Voyager 114

W
Walt 9, 24, 25, 29, 30, 133
Walt Disney 9, 25, 29
Weight Compensation 179
Wendy Silver 110
Wizard Academy 8, 10, 22, 25, 119, 201
Words of the Wizard 10

306

What is Wizard Academy?

Composed of a fascinating series of workshops led by
some of the most accomplished instructors in America,
Wizard Academy is a progressive new kind of business
and communications school whose stated objective is to
improve the creative thinking and communication skills
of sales professionals, internet professionals, business
owners, educators, ad writers, ministers, authors,
inventors, journalists and CEOs.
Founded in 1999, the Academy has exploded into a
worldwide phenomenon with an impressive fraternity of
alumni who are rapidly forming an important worldwide
network of business relationships.

Alice in Wonderland on steroids! I wish Roy Williams

had been my very first college professor. If he had been,
everything I learned after that would have made a lot more
sense and been a lot more useful... Astounding stuff.
Dr. Larry McCleary,
Neurologist and Theoretical Physicist

...Valuable, helpful, insightful, and thought provoking.

Were recommending it to everyone we see.
Jan Nations and Sterling Tarrant
senior managers, Focus on the Family

307

Be prepared to take a wild, three-ring-circus journey

into the creative recesses of the brain...[that] will change
your approach to managing and marketing your business
forever. For anyone who must think critically or write
creatively on the job, the Wizard Academy is a must.
Dr. Kevin Ryan
Pres., The Executive Writer

Even with all I knew, I was not fully prepared for the
experience I had at the Academy Who else but a wizard
can make sense of so many divergent ideas? I highly
recommend it.
Mark Huffman,
Advertising Production Manager, Procter & Gamble

A life-altering 72 hours.

Jim Rubart

To learn more about Wizard Academy,

visit www.WizardAcademy.com or call
the academy at (800) 425-4769

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